For the first time in 50 years, Visa Inc. is aligning its worldwide campaign under a single global theme: More People Around the World GO with Visa. Launched globally last March 2, the campaign broke March 4 on American Idol. The very next day, the ad enjoyed its 60 seconds on local TV, making the Philippines one of the first countries in the world to see it.
The spot was closely watched, as the first by TBWA after winning VISA Global in September 2008. That win came two years after TBWA had won Visa USA in 2005, ending a 20-year run with BBDO and its tagline “It’s everywhere you want to be.” BBDO had retained the business in the Asia-Pacific, however, until last year.
The global campaign reflects the brand’s core growth strategy of migrating spending from cash and checks to more mobile, interactive cashless payments. TBWA Worldwide’s new TVC gives the impression of a distinctly youth-oriented campaign, and includes portions that can be customized for Asia.
"’More people go with Visa’ … is an invitation to make the most out of life every day… It’s not about spending more, it’s about using Visa for those things that are important to you," says Antonio Lucio, chief marketing officer of Visa Inc., in a press release. Philippine country manager Bob Joubert expands, “Simply put, this campaign is an invitation that reflects Visa’s belief that our products are for anyone who wants to live life to the fullest.”
Spotlighting the word GO, the copy reads, “One tiny, two-letter word that makes amazing things happen.” From action to transaction, care of Visa: a chasm of debit and credit that Visa’s partners (banks and merchants) must bridge to change consumer behavior in cash societies like those in Asia.
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