Creative Execution

We created 2 viral 10-sec videos on “Speed” & “Security”, using exaggerated acting with slapstick “physical-comedy-type” of humour - (1)famous movie character - The God of Gamblers, to demonstrate you don’t need body guards to protect money; (2)car racer, to illustrate you don’t have to rush for checkout, Visa provides you a simple and fast payment solution. Other than Facebook of Visa official, main cast (TV Host Luk Hoo) and media pages, we extended to online tv platforms to increase stopping power, towards the target audiences impressed by his notable TV programmes. Next, we rely on social influencers like Luk Hoo, Kandy and MastaMic to dial up interaction through a Visa 15-sec tongue twister challenge IG Story, weaving the key benefits in a fast and fun rap-style, another tribute to music pop culture trend. Lastly, we invited Visa management to film a tongue twister challenge for LinkedIn professionals.

Impression: 6.2M+ Reach: 5.1M + Video views: 3.5M+ Impressive 76.3% video view rate and 37.7% completion rate 481% fan growth on Visa Hong Kong Facebook compared with previous month

Campaign period: Dec 19 – 31, 2017 Target audience: Age 18-44, look for life enhancement & embrace new technology We know that millennials netizens are impatient to receive passive message, skeptical towards traditional advertising and easily become disengaged when they feel brand is trying to preach and talk at them. Our approach lies in SOCIAL and by leveraging the power of KOLs and Pop Culture as the currency driver, we are able to dramatise the key message and deliver social content in a tailored manner across bespoke social media channels to acquire different customer segments and inspire loyalty through affinity and relevance. This led to 2 strategic principles for content & channels:(1)Content: Simple, direct and eye-catchy content to stand out from the crowd of social media as well as to sync with the product features,(2)Connection: Tailor-made content under same theme but based on channel characteristics to communicate with different audiences.