VISA OUTBOUND TRAVEL HAPPY

TitleVISA OUTBOUND TRAVEL HAPPY
BrandVISA INTERNATIONAL (ASIA-PACIFIC)TAIWAN BRANCH
Product / ServiceFINANCIAL PRODUCTS & SERVICES
CategoryA05. Use of Ambient Media: Large Scale
EntrantOMD 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

Credits

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

Results and Effectiveness

*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.

Creative Execution

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.

Insights, Strategy and the Idea

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.