CYCLE GENERATOR by BBDO Mumbai for Visa

Adsarchive » Promo , Case study » Visa » CYCLE GENERATOR

CYCLE GENERATOR

Pin to Collection
Add a note
Industry Credit Cards
Media Promo & PR, Case study
Market India
Agency BBDO Mumbai
Creative Director Rajdeepak Das, Vikrant Yadav
Art Director Sandeep Sawant
Copywriter Josy Paul, Gulzaar
Account Supervisor Shefali Kothari, Mehak Batra, Punit Singh, Sherwan Ahsan
Released November 2012

Credits & Description

Advertiser: VISA
Agency: BBDO INDIA
Category: Best use of Broadcast
Advertising campaign: CYCLE GENERATOR
Planner: Ajai Jhala (BBDO India)
Agency Producer: Divyang Pandya (BBDO India)
Chairman/Chief Creative Officer: Josy Paul (BBDO India)
Creative Director: Josy Paul (BBDO India)
Planner: Rajat Mendhi (BBDO India)
Copywriter: Rajdeepak Das (BBDO India)
Account Supervisor: Mehak Batra (BBDO India)
Account Manager: Sherwan Ahsan (BBDO India)
Account Supervisor: Sherwan Ahsan (BBDO India)
Account Manager: Punit Singh (BBDO India)
Account Supervisor: Punit Singh (BBDO India)
Art Director: Rajdeepak Das (BBDO India)
Copywriter: Vikrant Yadav (BBDO India)
Creative Director: Sandeep Sawant (BBDO India)
Account Manager: Shefali Kothari (BBDO India)
Copywriter: Gulzaar (BBDO India)
Art Director: Josy Paul (BBDO India)
Executive Creative Director: Rajdeepak Das (BBDO India)
Art Director: Vikrant Yadav (BBDO India)
Copywriter: Josy Paul (BBDO India)
Account Manager: Mehak Batra (BBDO India)
Creative Director: Rajdeepak Das (BBDO India)
Art Director: Sandeep Sawant (BBDO India)
Account Supervisor: Shefali Kothari (BBDO India)
Creative Director: Vikrant Yadav (BBDO India)

Campaign Description
PROBLEM : Millions of Indians are unable to take part in the country's economic progress because of poor infrastructure and no access to city amenities.THE INSIGHT : But there is e-commerce, and that is available to all, including all Indians who have a debit card.THE IDEA : VISA Debit liberates all Indians to dream big and seek advancement… by driving the right to financial and social inclusion for all Indians.The integrated campaign was launched with a documentary style film based in Kashmir – a state battling geographical impediments, terror and militancy. The emotional story of a man who cycles to create light for his small town using Visa Debit card. The film directed people across the nation to log on to the dream2advance platformRESULTS: • The film crossed a million YouTube hits in one week.• Google wrote to Visa stating the video generated the highest number of views in a day for any Banking & Financial Services campaign.• Kashmir began to gain greater focus• 4.5 million visitors on D2A.com• 14298 dreams shared.• 42,116,275 seconds - Total time spent on the platform.• #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.

Execution
The integrated campaign was launched with a documentary style film based in Kashmir – a state battling geographical impediments, terror and militancy. The emotional story of a man who cycles to create light for his small town using Visa Debit card. The film directed people across the nation to log on to the dream2advance platform.

Effectiveness
- The film crossed a million YouTube hits in one week.- Google wrote to Visa stating the video generated the highest number of views in a day for any Banking & Financial Services campaign.- Kashmir began to gain greater focus- 4.5 million visitors on D2A.com- 14298 dreams shared.- 42,116,275 seconds - Total time spent on the platform.- #dream trended in Delhi, Mumbai, Hyderabad and Pune as well as internationally in US and France.

Client Brief Or Objective
VISA Debit wanted to be more than just an ATM card.We needed to convey that VISA Debit liberates all Indians to dream big and seek advancement… by driving the right to financial and social inclusion for all Indians.

Relevancy
Millions of Indians are unable to take part in the country's economic progress because of poor infrastructure and no access to city amenities. But there is e-commerce, and that is available to all, including all Indians who have a debit card.

Strategy
While a Debit Card is in almost everyone’s wallet, there is an infrastructure struggle because ATM & POS terminals have not penetrated beyond the top 10 or 20 cities. So, no matter how much they want to, young Indians, in parts of the country are limited to what they have access to. But a transformation is happening, every village and town is being wired with connectivity making e-commerce a magical solution, which can be used in every part of the country. Visa plays a powerful role in this context in enabling the democratization of payments. This campaign is targeted at the common man and his aspirations because the ability to pay in an efficient manner is the fundamental right of every person irrespective of which socio economic segment he or she comes from. It is more than shopping online, it is about enabling dreams and ambition for advancement.