Title | VISA OUTBOUND TRAVEL HAPPY |
Brand | VISA INTERNATIONAL (ASIA-PACIFIC)TAIWAN BRANCH |
Product / Service | FINANCIAL PRODUCTS & SERVICES |
Category | A05. Use of Ambient Media: Large Scale |
Entrant | OMD TAIWAN Taipei, CHINESE TAIPEI |
Advertising Agency | BBDO TAIWAN Taipei, CHINESE TAIPEI |
Media Agency | OMD TAIWAN Taipei, CHINESE TAIPEI |
Entrant Company | OMD TAIWAN Taipei, CHINESE TAIPEI |
Name | Company | Position |
---|---|---|
Jason Chen | OMD Taiwan | Strategic Planning Director |
Mulder Chang | OMD Taiwan | Assistant Planning Manager |
Rex Kuo | OMD Taiwan | Buying Director |
Joyce Wu | OMD Taiwan | Buying Supervisor |
Rhea Lu | OMD Taiwan | Digital Manager |
Mia Huang | OMD Taiwan | Digital Planner |
Skye Wong | BBDO Taiwan | Group Account Director |
Jovanka Yeh | BBDO Taiwan | Associate Account Director |
Kate Chou | BBDO Taiwan | Social Media Manager |
Ok Liao | BBDO Taiwan | Associate Creative Director |
*Over 6,000 consumers taking part in this interactive experience event during the short 4-day period. *A total of 1,866 photos uploaded onto the event APP, which has generated 11,516 FB postings. With this, we have obtained numerous free promotion publicity, together with TV and printed media news report. *After the campaign, Taiwanese start to use credit card as payment tool when they are traveling abroad more frequently. Thus, VISA’s revenue grew 33% vs. the same period last year.
Targeting the peak travelling preparation season before Chinese New Year and through the pomp from Christmas and New Year’s Eve, Visa was using seamless connection between on-line and off-line media. Large 3-D outdoor innovative artworks were used for consumers and photos of interaction with consumers were uploaded on FB in real time to allow more consumers to feel the heat and receive messages of our campaign. Locations for innovative artworks have been selected to be hustle and bustle places in Taipei Shin-Yin Business District next to the tourist landmark of Taipei 101 Building. Four large 3-D innovative artworks with backgrounds of Taiwanese’s favorite scenic landmarks were installed to build the most authentic exotic views for strong visual effect. This allows consumers to easily drop into exotic worlds. Consumers experience interactive scenarios of “Drop in” in physical environment and powerful verbal communication was established through this campaign.
Taiwanese are loyal to the cash and the usage of credit card is limited. To establish the image of Visa as the one who offers a worry free travelling experience has become a long term challenge. Target consumers are at age of 35-49, highly educated as well as those who are aged 25-34, fond of hanging around with friends and engaged in regular travelling. We managed to find how VISA should do to assist consumers to enjoy their trips in a relax manner while travelling abroad. VISA decided to utilize a joyful and sensational way through methods of establishing emotional bond among people to create an innovative campaign. Consumers are invited in an interactive way to present the concept of “Drop in Anywhere Anytime” through joyful jumping. Jumping photos signified exciting moments. This campaign delivered that Visa allows people to feel the excitement of travelling without actually being there.