GO by Akqa San Francisco for Visa

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Media Promo & PR, Case study
Market United States
Agency Akqa San Francisco
Associate Creative Director Clark Morgan
Copywriter Vinit Patil, Miranda Maney
Designer Josh Gross, Jonathan Leachman, Alice Sadek, Mayo Tobita
Editor Mike Murray
Released February 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: VISA
Product/Service: VISA CARD
Agency: AKQA
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: AKQA, San Francisco, USA
Group Creative Director: Bob Pullum
Associate Creative Director: Clark Morgan
Senior Art Director: Jamie Attfield
Designer: Josh Gross
Designer: Jonathan Leachman
Designer: Alice Sadek
Designer: Mayo Tobita
Copywriter: Miranda Maney
Copywriter: Vinit Patil
Executive Producer: Andrew Goldfarb
Project Management: Olivia Murray
Project Management: Julian Smith
Project Management: Barbara Alperin
Creative Development Manager: James De Jesus
Creative Development: Ray Patterson
Creative Development: Nelson Shin
Creative Development: Brad Johnson
Account Managment: Keith Skelton
Account Managment: Brian Snyder
Editor: Mike Murray
Media placement: Internet Site - Yahoo! Front Page - 01/03/2009
Media placement: Internet Site - AOL Home Pages Rich Media Floating Expandable - 01/03/2009
Media placement: Internet Site - MySpace - 01/03/2009
Media placement: Internet Site - NYTimes - 01/03/2009
Media placement: Internet Site - ESPN - 01/03/2009
Media placement: Internet Site - WSJ - 01/03/2009
Media placement: Internet Site - NBC - 01/03/2009
Media placement: Internet Site - ABC - 01/03/2009

Results and Effectiveness
Visa was able to successfully rebrand itself while providing utility to customers worldwide. The campaign delivered 1.5 billion impressions and interaction rates were two times higher than industry and financial benchmarks* *Dart Doubleclick Over six months, 1.6 million people visited Visa.com/go.* *Google Analytics Tool Over 18,000 user images were posted to the site. *Utilising Visa’s Flickr group As a result of the campaign, Visa earned significant increases in all brand metrics. *Respondents pegged Visa as “the best way to pay,” “the most convenient way to pay,” as well as “the most accepted card in the United States.”* *Insight Express AdInsights Report, October 2009

Creative Execution
From online advertising to mobile, the campaign gave consumers utility to go. In banners you could check out a band based on another one you love (last.fm API), see a movie nearby & get tickets (fandango.com API), grab a table for dinner (opentable.com API), or just do something fun locally (dailycandy.com API). Other executions were based on time (with a Google map to find it) or the weather (a recipe furnished by the Food Network with a shopping list). With key placements on major portals, to launch the campaign we created data visualisation banners and the first banner featuring live webcams to show how people around the world “go”. A partnership with Flickr allowed our microsite to feature photos that allowed people to share their ideas of things to do. Consumers could also get involved with the campaign by submitting their favourite sites for fun things to do.

Insights, Strategy & the Idea
Insights, Strategy & the Idea What were the business, marketing and communications objectives that lay behind the case? Visa’s campaign, “More people go with Visa”, highlights the value of Visa versus cash and checks. Digitally we proved this by providing utilities in contextual places that helped people “go”. Describe the target audience and their relationship with the brand. Current and potential Visa customers. Explain the unique insight that shaped the idea. If Visa provided utility that helped people “go”, they would be more likely to use their Visa. How was it relevant to both the client and the target audience? Visa provided utility that drove card usage and customers had access to useful information.