Empowered cardholders to suggest and vote on rewards, creating the first crowd-sourced credit card benefits program.
Many Visa Signature cardholders were unaware of their benefits or found existing rewards uncompelling. Designed and directed a social-first campaign and completely redesigned website experience that invited cardholders to suggest and vote on benefits they actually wanted.
The program created a virtuous cycle where benefits were implemented by and for the people using them, deployed across TV, print, OOH, web, and mobile. Visa Signature achieved historic highs in brand equity and engagement, surpassing American Express for the first time, and saw significant increases in card usage and customer loyalty.
Video introducing the new benefits of Visa Signature.
360 campaign case study.
