Brand owner: Visa
Lead agency: BBDO Guerrero
Contributing agencies: Publicis, Starcom
Country: Asia (general region)
Industries: Credit cards & loans
Media channels: Mobile & apps, Online display, Outdoor, out-of-home, Programmatic display, Search marketing, Social media
Budget: 1 - 3 million
Travel within Southeast Asian (SEA) destinations is growing, thanks to the low-cost airline boom making traveling more accessible. Intra-SEA destinations became the go-to places for travellers looking for nearby destinations and last-minute deals. This presented an opportunity for Visa to be present throughout these travellers' journeys. However, only 50% of travellers brought their Visa cards with them, preferring to bring cash because they weren't aware of Visa's benefits.
- To capitalise on this opportunity, Visa went beyond a typical one-size-fits-all digital awareness campaign.
- Instead, Visa put its in-depth research on its diverse SEA consumers into action.
- With the help of new media technology that leveraged on real-time third-party data from expansive network sources, Visa was able to turn its consumer insights into targeted hyper-relevant, in-the-moment ads across multiple touchpoints for all types of spontaneous travellers, across all Visa's five key SEA markets.