| Title | THE VOICE |
| Brand | VISA INFORMATION SYSTEM (SHANGHAI) CO. |
| Product / Service | CREDIT CARD |
| Category | A03. Storytelling |
| Entrant | PROXIMITY CHINA Shanghai, CHINA |
| Entrant Company | PROXIMITY CHINA Shanghai, CHINA |
| Advertising Agency | PROXIMITY CHINA Shanghai, CHINA |
| Media Agency | OMD CHINA Shanghai, CHINA |
| Production Company | GODMOTHER PRODUCTIONS Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Wai Foong Leong | BBDO/Proximity China | Chairman & CCO, Greater China |
| Sharlene Wu | BBDO/Proximity China | Managing Director |
| Kit Koh | BBDO/Proximity China | Executive Director |
| Airy Han | BBDO/Proximity China | Creative Director |
| Eric Wu | BBDO/Proximity China | Producer |
| Nicole Ma | BBDO/Proximity China | Creative Paterner |
| Steven Ruan | BBDO/Proximity China | Group Head |
| Alvina Seah | BBDO/Proximity China | Group Account Direcor |
| Anita Hsieh | BBDO/Proximity China | Associate Account Director |
| Crystal Lin | BBDO/Proximity China | Group Account Direcor |
| Abby Yu | BBDO/Proximity China | Senior Account Executive |
| Renee Zhang | BBDO/Proximity China | Planning Director |
| Stacy Yu | BBDO/Proximity China | Digital Planning Manager |
| Pride Fang | BBDO/Proximity China | Project Director |
| Anson Bei | Uncle Advertisement Co. Ltd. | Group Account Director |
| Nicky Shen | Uncle Advertisement Co. Ltd. | Senior Account Manager |
| Natalie Kat | OMD China | Managing Partner |
| Jessie Fu | OMD China | Business Director |
We started by creating a satirical online talk show featuring a character called Big Feng, who praised typical Chinese travel. This got the attention of young Chinese travelers and gave us the perfect opportunity to launch a branded Visa campaign. In hip tourist destinations off the beaten track, Visa rented bicycles equipped with a GPS showing unique Visa merchants. Consumers at home could also enjoy the experience virtually through the campaign site. We further leveraged the influence of popular key opinion leaders to reveal how Visa can help while supporting young Chinese’s opinions. All of these together amplify Visa’s brand awareness within a few weeks.
We started by creating a satirical online talk show featuring a character called Big Feng, who praised typical Chinese travel. This got the attention of young Chinese travelers and gave us the perfect opportunity to launch a branded Visa campaign. In hip tourist destinations off the beaten track, Visa rented bicycles equipped with a GPS showing unique Visa merchants. Consumers at home could also enjoy the experience virtually through the campaign site. We further leveraged the influence of popular key opinion leaders to reveal how Visa can help while supporting young Chinese’s opinions. All of these together amplify Visa’s brand awareness within a few weeks.
Chinese travelers are very attached to their local payment brand - China Union Pay, even when they travel abroad. They use China Union Pay out of habit and even though they know Visa as an international payment brand. This affects the volume of cross border transactions, as well as the awareness of the Visa brand. The opportunity however lies in the way our consumers travel. Today’s young Chinese travelers no longer have the same mentality as before. They are no longer interested in group tours and just visiting famous landmarks. Instead, they want to embark on journeys that allow them to discover themselves and engage in novel experiences. The idea was to convince our young travelers that Visa as a payment brand understands their needs. Unlike China Union Pay that is available only in major merchants, Visa with its unparalleled coverage is widely accepted, even in the small store in the corner of a quaint street, letting them experience the different kind of travel experience that they are looking for.