Because the Visa Signature rewards program comes automatically with their bank-issued credit card, many Visa cardholders were unaware of the perks they could receive. Complicating the problem, those who were aware didn’t find the existing benefits that compelling.
The solution? One designed from the start to be social-to-the-core: let the cardholders themselves suggest and vote on the benefits that get built into the program, thus creating a virtuous cycle where the benefits are redeemed by the very people who implement them. Awareness-driving messaging was deployed on TV, in print, on OOH, across the web and on mobile, but it was in the social space and on the completely redesigned website experience where the brand promise was brought to life, as users were incentivized to share suggestions to help make the first crowd-sourced credit card benefits program a reality.
Beyond increased usage of the card itself, Visa Signature reached a historic high for brand equity & engagement, and surpassed American Express in that regard for the first time ever.
Video introducing the new benefits of Visa Signature
360 campaign case study
Social listening across Facebook, Twitter & Instagram
OOH billboards displaying peoples grievances and how Visa Signature listens and helps
Contextual banners
