Brief Explanation

The Challenges and key objectives: Almost every brand in China was competing for a share of 2008 Beijing Olympic equity. How could VISA distinguish itself as a definitive Beijing Olympic partner apart from the cluttered battlefield of brands with limited budget? Key Objectives: -Promote Visa's brand image as the leading consumer payment system in the world; -Meet the 'best game ever' opportunity and utilize the Beijing 2008 environment to maximize Visa's brand presence and brand awareness in China

The Brief

Differentiating and maximized VISA brand visibility at every VISA touch points during Beijing Olympic Games.

How the final design was conceived

We transformed an otherwise routine VISA Card transaction into an exciting encounter through strong VISA branding. Instead of the typical Chinese red and yellow, we reinforced the VISA blue and white (like Chinese porcelain) combined in the yin and yang, a timeless symbol of harmony, which is also the key icon of Beijing Olympics. This harmony between tradition aesthetic and modern design is the perfect way to integrate the VISA brand with the Beijing Olympics.

Indication of how successful the outcome was in the market

"The best overall card for your payment needs" bypass China UnionPay (government owned payment system) and lead by 14% Visa bypass China UnionPay in Top of MInd brand awareness by 39% Visa is the third Olympic aware brand following Coke and Lenovo, the marketing spending for these brands are 15-20 times of Visa. On the official opening day, August 8th 2008, VISA cardholders from around the globe swiped nearly USD 10million, an increased of 11% compared to the same day a year before.