Visa The Voice
Visa Information System (Shanghai) Co. Ltd
Issue 40 | September 2016
Agency
BBDO And Proximity Shanghai
Creative Team
Chairman and Chief Creative Officer, Greater China: WaiFoong Leong Executive Creative Director: Kit Koh Creative Partner: Nicole Ma Creative Director: Airy Han Group Head: Steven Ruan Copywriter: Yetta Shi Art Director: Runqi Zhang/ Lin Zheng
Production Team
Managing Director: Sharlene Wu Business Director: Alvina Seah/ Crystal Lin Account Director: Anita Hsieh Account Executive: Alex Zhou TV Producer: Eric Wu
Other Credits
Godmother
Date
January 2015
Background
Today's young Chinese travellers are nothing like those that came before. They aren't interested in group tours or famous landmarks. Instead, they want to discover themselves and engage in novel experiences. Unfortunately, they find themselves constantly ignored. How could Visa, as a payment brand, give them a voice?
Idea
They created a satirical online talk show featuring a character called Big Feng, who praised typical Chinese travel. This brought the voices of young Chinese travellers together. It also provided the perfect opportunity for Visa to give them a unique travel experience. A cross-media campaign was created and tented bicycles equipped with a GPS at locations off the beaten track. Now young Chinese travellers would have a voice.
Results
40% increase in outbound transactions from previous year 32 million video views in one month 100+ million impressions, equivalent to 98% of overseas Chinese travellers in 2014 66% campaign site engagement, compared to industry benchmark of 16% 65,000 re-tweets, 4 times the industry standard 244,582 New Visa Followers, double the number in one month Social sentiment toward Visa increased to 97.3% , 5% increase from the average of previous year The social activity was listed on the Sina Weibo "Hot Topic" ranking, 3 times