MAKE IT EPIC by TBWA\Chiat\Day Los Angeles for Visa

Adsarchive » Promo » Visa » MAKE IT EPIC

MAKE IT EPIC

Pin to Collection
Add a note
Industry Credit Cards
Media Promo & PR
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Stacy Wall

Executive Creative Director Patrick Oneill
Copywriter Lauren Smith
Released February 2013

Credits & Description

Advertiser: VISA
Agency: TBWA\CHIAT\DAY
Category: Best Sponsorship or Partnership Campaigns
Executive Producer: Doug Halbert (Imperial Woodpecker)
Agency Producer: Chris Spencer (TBWA\Chiat\Day)
Creative Director/Composer And Producer: Debbi Landon (Hum)
Editors: Geoff Hounsell
Global Director Of Media Arts: Lee Clow (TBWA\Chiat\Day)
Account Team: Mark Hanson (TBWA\Chiat\Day)
Global Creative President: Rob Schwartz (TBWA\Chiat\Day)
Account Team: Sarah Hartline (TBWA\Chiat\Day)
Executive Director Of Integrated Production: Richard O'Neill (TBWA\Chiat\Day)
Associate Creative Director/Art Director: Scott Brown (TBWA\Chiat\Day)
VFX Company: The Mill (The Mill)
Creative Director/Composer And Producer: Alex Kemp (Hum)
Executive Producer: Charlie Cocuzza (Imperial Woodpecker)
Agency Executive Producer: Guia Iacomin (TBWA\Chiat\Day)
Executive Producers/Producer: Kristen Thon-Webb
Account Team: Kyle Webster (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Executive Producers/Producer: Damian Stevens
Agency Assistant Producer: Garrison Askew (TBWA\Chiat\Day)
Sound Designer: Gus Koven (Play)
Account Team: Jennifer Keye (TBWA\Chiat\Day)
Mixer: John Bolen (Play)
Copywriter: Lauren Smith (TBWA\Chiat\Day)
Executive Producers/Producer: Nicole Visram
Editors: Sean Lagrange
Director: Stacy Wall (Imperial Woodpecker)
Group Creative Director: Will Hammond (TBWA\Chiat\Day)

Outcome
While card usage results aren’t in yet, we do have campaign KPIs that prove we greatly exceeded expectations. Especially in motivation to use Visa.- Both spots significantly exceeded norms on motivation to use card (Interview +7, LockerRoom +5)- Both spots significantly exceeded norms in promoted recall (Interview +21, LockerRoom +11) and in brand recall (Interview +13, LockerRoom +8)- Campaign had positive impact on brand equity, lifting 'Brand Equity' +10 points, 'Best Card for Me' +11 points and 'Better than Cash' +6 points- #1 Buzz share of all NFL sponsors - 41% share of voice, 81,000 shares, and 56.6mm earned impressions

Relevancy
Each unique 30-second commercial brought to life an experience that enrolled fans could win, in a way that was truly unexpected and epic.

Implementation
The creative solution was this: if Visa is rewarding people by giving them the most epic experiences of any NFL sponsor, let’s just show how epic those experiences can be. The campaign shows what happens when everyday people are thrown into the epic world of the NFL. And those human stories – both hilarious and heartwarming – can really reach out from the cluttered marketplace of NFL advertising and make an impact. We asked people to make their season epic with Visa. And those are the results we wanted: for people to make their season epic by choosing to use their Visa card instead of cash.at

Client Brief Or Objective
The business opportunity was this: steal share from cash transactions and migrate them to Visa, using Visa’s sponsorship of the NFL to do so. Visa created a programme called Visa NFL Fan Offers, which rewarded fans for using their card with prizes from pizza discounts to signed NFL merchandise to some pretty epic rewards like interviewing Ray Lewis post-game.The objective of the promotional campaign was, quite simply, to promote this programme, and while doing so, get people to use their cards instead of cash.