A WORLD WITHOUT CRISIS by Proximity Bogota for Visa

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A WORLD WITHOUT CRISIS

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Media Promo & PR, Case study
Market Colombia
Agency Proximity Bogota
Released June 2009

Credits & Description

Category: Financial Products & Services
Advertiser: CREDIBANCO VISA
Product/Service: VISA FINANCIAL
Agency: PROXIMITY COLOMBIA
Date of First Appearance: Jun 23 2009 12:00AM
Entrant Company: PHD COLOMBIA, Bogota, COLOMBIA
Media Strategy Account Director: Diego Parra (PHD Colombia)
Account Director: Jorge A. Rodriguez (PHD Colombia)
Account Executive: Juan Carlos Orozco (PHD Colombia)
General Manager: Juan Fernando Niño (Proximity Colombia)
Creative Lead: Mario Bertieri (Proximity Colombia)
Account Director: Juan Carlos Robayo (Proximity Colombia)
Marketing Director: Mario Vieco (Credibanco Visa)
General Manager: Yasmina Celis (PHD Colombia)
Fuse Unit Manager: Vladimir Tiuso (PHD Colombia)
Media Innovation Director: Maria Mercedes Mora (PHD Colombia)
Media Innovation Director: Katty Fuquen (PHD Colombia)
Media placement: OOH - Billboard washable ink - 19/06/2009
Media placement: OOH - Wall posters - 23/06/2009
Media placement: TV - 5” Spots Open TV, Satellite TV - 23/06/2009
Media placement: OOH - Poster in final football match at stadium - 24/06/2009
Media placement: OOH - Magnetic poster on cars - 25/06/2009
Media placement: TV - Cars, caravan coverage - 25/06/2009
Media placement: TV - Activity at traffic signals - 25/06/2009
Media placement: Magazines - National magazine hand-delivered to hundreds of opinion leaders - 25/06/2009

Results and Effectiveness
• 8% increase in company billings, at a time when Visa Colombia was expecting to have a decrease. • 200,002 visitors to the website in a month, twice as much as the regular traffic. • 26% bonus media thanks to the crisis.

Creative Execution
We created a media platform based on “A world without crisis” concept. All executions drove people to visit the only place in the world without crisis, www.worldwithoutcrisis.com. There, Visa explained all its discount programmes. All the executions showed a crisis scenario with low-budget productions. During the national football final match, a group of people held an unbranded sign, just an invitation to access the site, and the cameras caught it. We couldn’t afford national magazine pages so we sent 100 issues, completely hand-marked, to opinion leaders inviting them to visit us. We had 100 cars in a parade, with a sign on their rooftops to reach people in office buildings. People at traffic lights gave notebooks for free. We posted signs on street walls and raised billboards made with black ink that would disappear with water contact.

Insights, Strategy & the Idea
Objectives: Increase Visa Colombia billings, during a period of economic crisis and recession, where almost everyone was thinking about cutting expenses. Plus we had a very low crisis-budget to launch the campaign. We had to develop alternative economies, to help consumers make clever shopping and feel confident about buying. Visa Colombia had very good alliances to offer great discount programmes to its cardholders on its website, but these programmes were losing followers. So we had to stop the decline and create innovative ways to motivate people to access Visa´s website, to make them aware of the excellent discount programmes they could took advantage of. Insight: At last, there is a small tiny place in the world where there is no crisis.