The Campaign

We created a video about a young woman who comes home for Chinese New Year (CNY) and finds that while she is reunited with her family physically, there still exist fundamental differences between them. Like many young Chinese of her generation, she is a worldly, international traveller, while her parents have never left China. In the end, she realizes that the best way for them to bridge the differences between them and share in the CNY tradition of reunion, is to go abroad together.

Creative Execution

Young Chinese enjoy going home and reuniting with their families during CNY, but they also have to deal with the intergenerational conflicts arising from China’s rapidly changing society. The greatest outlet for their frustrations is often social media. For this reason, we centered our integrated media campaign on WeChat. We seeded our primary video content on WeChat Moments to create initial buzz, then provided a further push through Weibo and targeted media cooperation with travel-related channels. Our posts also included links to Qyer.com, a popular travel site/app, where consumers could find relevant, Visa-branded CNY outbound travel itineraries.

Describe the success of the promotion with both client and consumer including some quantifiable results

Within one week, we achieved: 35+ Million Impressions 2+ Million Video Views 50K+ Retweets

Explain why the method of promotion was most relevant to the product or service

The goal of our campaign was to persuade more Chinese consumers to travel abroad during Chinese New Year (CNY) and use their Visa cards. At this time, media channels are flooded with video content about family reunions and homecomings. As a brand focused on outbound travel in China, the challenge was to find a compelling way to connect with consumers at time when they are looking homeward. Our strategy relied on an integrated media campaign which leveraged popular social media channels and app partnerships. Execution of the campaign focused on a branded video seeded on social media, which created an

Chinese New Year (CNY) is the most important holiday in the Chinese calendar. While there are many traditions associated with this holiday, the reunion of family is the most important. Before CNY, brands release advertisements showing warm reunions that focus on the younger generation dutifully returning home to spend time with their parents. However, these idealized reunions often ignore the generational conflicts that arise at this time. Young Chinese have become savvy world travellers, international and outward-looking, while their parents have been left behind, bound to China’s insular past. Visa’s campaign proposed outbound travel as a way for audiences to celebrate CNY and mend differences between generations through common, shared experiences. In this way, Visa was able to turn the CNY tradition of reunion into an invitation to travel abroad, all while strengthening the concept of family that defines the holiday.