Visa Promo, Case study LET IT RAIN by Proximity Bogota

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Industry Banking
Media Promo & PR, Case study
Market Colombia
Agency Proximity Bogota
Creative Director Sandra Piedrahita
Art Director Diana Jimenez
Copywriter Luis Fernando Prada
Released July 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: VISA
Product/Service: VISA FINANCIAL
Date of First Appearance: Jul 1 2009 12:00AM
Entry URL:
Creative Vice President: Mario Bertieri (Proximity Colombia)
Creative Director: Sandra Piedrahita (Proximity Colombia)
Account Vice President: Juan Fernando Niño (Proximity Colombia)
President: Vicente Dearteaga (Proximity Colombia)
Art Director: Diana Jimenez (Proximity Colombia)
Copywriter: Luis Fernando Prada (Proximity Colombia)
Graphic Creative Director: Alejandro Mesa (Proximity Colombia)
Web Creative Director: Phillip Scholz (Proximity Colombia)
Media placement: Billboard - Outdoor - 01/07/2009

Results and Effectiveness
230,000 visitors in less than one month. The miraculous rain of the 8th July paired with the optimistic message about a place where crisis did not exist increased visitors to the website from an average of 2,300 hits per day to 21,100 in the two days following the appearance of the message on the billboard; a growth of 917%. For Visa, the campaign resulted in an 8% growth in turnover in a year which the credit card expected.

Creative Execution
Our mission with this media was to communicate the existence of this “world without crisis” by leading people to log onto the website. But since we needed the media to achieve a very high impact on a very low budget, we decided to rely on the curiosity of people. We designed a black billboard (an unusual advertising piece if compared to the colourful, over promising billboards Colombians are used to). And so, for several days, people wondered what the black billboard could be about. Until one cold morning, the rain did its part: the black colour on the billboard began to bleed (with the rain) revealing a message people would want to get at times of crisis: “There is a place where crisis does not exist;”.

Insights, Strategy & the Idea
The aim of this campaign was to ensure that all those customers who had put away their Visa credit cards frightened by the economic crisis of 2009, began using them again. The strategy was to create, a virtual world where it was still possible for people go out and dine, shop, travel and live well in spite of the crisis. How could this be? By drawing from the benefits and discounts offered by the Visa credit card.