Visa has changed and a new marketing campaign shows just how



Visa introduced a new marketing and advertising theme that signals support for payment trends that have developed over the past year, including digital currencies, alternative payroll, and mobile commerce.

The ‘Meet Visa’ initiative is part of the card brand’s network of networks strategy, which focuses on diversifying revenue sources through partnerships with fintechs and ancillary services such as new transaction software. or security.

The first phase of the brand’s initiative includes two 15-second spots shedding light on Visa’s role in supporting global business transactions, delivering real-time wages to workers and enabling payments in the future via crypto. -currency, Visa said Wednesday.

For example, a dog walker receives instant payment for her services on her cell phone; another spot follows the sale of a textile item from the buyer’s cell phone purchase impulse to the seller receiving a payment notification on a tablet.

Visa’s new marketing campaign focuses on the technological diversification of the company over the past few years.

Bloomberg News

Two longer spots, 30 seconds and 60 seconds each, show payments in stores around the world with a voiceover explaining that Visa is not just a credit card company, but “a network for everyone.” .

The spots all end with the traditional Visa logo and a new closure image featuring short blue and gold stripes on a white background, an abstraction of the bold blue payment card image that Visa used in its advertising of 1960 to 1996.

Over the next few months, Visa will gradually introduce the “Meet Visa” theme to marketing materials in more than 200 countries and change its logo to optimize digital experiences in advertising and marketing, the statement said.

“With the world reopening and money moving more and more in new ways, there’s no better time to showcase the work we do and the impact than a goal-driven brand with the scale Visa can have to enable individuals, businesses and economies to thrive, Lynne Biggar, Visa’s executive vice president and global chief marketing officer, said in a press release.

Visa recently used “Wherever you want to be” as its brand tagline, a slight modification of the iconic theme of the card network from 1985 to 2006. From 2009 to 2014, Visa’s tagline was “More people go with Visa.”

The Card Network signaled changes would come about a year ago when it issued a call for tenders for a new advertising agency.

In December 2020, Visa awarded advertising agency Wieden + Kennedy, Nike’s longtime advertising agency based in Portland, Ore., Its creative account, replacing New York-based BBDO. Publicis Groupe manages the global media and part of the local marketing.



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