Visa Promo, Case study GO VISA - WINE MENUS by Seis Grados

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Chile
Agency Seis Grados
Released January 2011

Credits & Description

Category: Financial Products & Services
Advertiser: VISA
Product/Service: VISA CROSS BORDER
Date of First Appearance: Jan 3 2011
Entrant Company: OMD CHILE, Santiago, CHILE
Media Director: Mauricio Abeleida (OMD)
Media Planner: Camila Bertone (OMD)
Regional Media Supervisor: Erika Kolossowski (OMD)
Below The Line Director: Virginia de Castro (Seis Grados)
Special Projects Director: Michels Martines (Seis Grados)
Marketing: Martha Krawczyk (VISA)
Media placement: BTL - Restaurants - January 3rd 2011

Insights, Strategy & the Idea
We needed to find a meeting place of both Chilean and tourist where they could use their VISA cards, and we found it: Premium restaurants

The way we communicate should also be in accordance with the public we want to reach, demonstrating exclusivity.

Creative Execution
Chile is known globally as a supplier of excellent wines, so we came up with an exclusive wine list, with special prices for VISA card holders. We chose the 20 swankiest restaurants in Santiago and Region V, which are two key cities for wine drinkers. This was also supported by additional elements: check holder, brochure and a coaster, all of them designed with the same VISA premium style.

Results and Effectiveness
This action was highly valued by the restaurants themselves and it generated a link and attitude with the brand that did not exist before. Even more significant, there was a 30% increase in VISA credit card transactions in these restaurants, a fact which confirms the activity success.