Visa NZ: Welly Beans

Visa, a financial services corporation, increased awareness and online ticket sales of a food festival it sponsors in New Zealand by launching a video people could taste and festival-flavoured jelly beans.

Agency: Colenso BBDO

Objectives

  1. Strengthen innovation attributes for the Visa brand in order to increase brand relevancy amongst the younger, millennial audience. >51% association of Visa as ‘a leader in innovative payment solutions'.
  2. Increase out-of-towner ticket sales to Visa Wellington On A Plate festival by 10% to be able to tangibly support the festival and its national and international growth objectives.

Strategy

Visa's brand focus of bringing the ‘Future Of Payments’ to life for millennials drove our innovation approach to this year's sponsorship focus. Food is one of Visa's identified passion points for its millennial target and the Visa...

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