Visa Promo, Case study GO. TRANS-ACTION NOW! by OMD Bangkok

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Industry Credit Cards
Media Promo & PR, Case study
Market Thailand
Agency OMD Bangkok
Released March 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Product/Service: CREDIT CARD
Date of First Appearance: Mar 6 2009 12:00AM
Entrant Company: OMD THAILAND, Bangkok, THAILAND
Country Manager: Mr.Somboon Krobteeranon (Visa International (Asia Pacific) Ltd.)
Marketing Manager: Ms.Sirirat Thiengtham (Visa International (Thailand) Ltd.)
Chief Executive Officer, Thailand: Mr.Clint Easthorpe (OMD Thailand)
Managing Director: Mr.Paul Spencer (OMD Thailand)
Business Director: Ms.Wiriya Worasithisak (OMD Thailand)
Media Planning Director: Ms.Srinuan Limvarakul (OMD Thailand)
Associate Planning Director: Mr.Praphon Chinwiwatanakul (OMD Thailand)
Senior Media Planner: Mr.Worawut Phongsa-nguanthai (OMD Thailand)
Group Media Buying Director: Ms.Sirinart Siripraiwan (OMD Thailand)
Outdoor Buying Group Head: Mr.Suradej Udomthanavong (OMD Thailand)
Media Buyer: Mr.Sorasak Poungnoi (OMD Thailand)
Managing Director: Mr.Narong Tresuchon (TBWA\Thailand)
Media placement: OOH Media - BTS Station : Clock Ad, 84 Units 21 Stations - 6 March 2009

Results and Effectiveness
By the end of the 1st week, 95% of passengers claimed to have seen the Visa-Go Clock. We successfully raised Visa card equity (BOC) to an apex, growing 10 points as compared the previous quarter.

Creative Execution
It was staring us in the face - we needed to own time! We became the first advertiser to convert the clockface into the word ‘Go’ and in so doing created a unique piece of outdoor furniture that works to tell people they should go out and spend with Visa, all of the time. Overnight we erected Visa-go at 22 stations - creating a sudden omni-presence and establishing Visa as a dynamic brand that was visible where every passenger looked. We leveraged a partnership with BTS to create a relevant outdoor format that was hitherto unavailable for sale as commercial space. Touching the consumer at every station as they go to and from places where they work and shop served to engage at the point of consideration.

Insights, Strategy & the Idea
We were to launch the new global brand platform ‘more people around the world go with Visa’; Visa Go, during wake of the global economic crisis. Our goal was to establish Visa as a brand of action. Gain reconsideration for consumers who had stopped spending on their Visa card. Who? Men and women aged 25-49 working in Bangkok’s business district, consumers who still have an overwhelming preference for cash over payment cards. The major benefactor from the economic fallout was the Bangkok Skytrain (BTS). As petrol prices rose a record number of consumers began using the BTS as a way of getting to and from places of work and shopping. BTS had become a cluttered venue. We needed to engage the fast paced consumer traffic and overcome the challenges of clutter with a powerful idea that would work as visual shorthand for ‘go out and spend now with Visa’.