If your Visa card happens to say Visa Signature, then you’ve got a lot of benefits you may not know about. Our job was to find ways to turn that around. Digital marketing evolved over the course of the account and so did the marketing. From an award-winning microsite to several extremely interactive iPad ads, our team created some great ideas that helped chip away at the fact that your Visa Signature card was not a mere rewards card.
Not only should you look in your wallet to see if you have a Signature card, you should interact with it too. The Visa Signature iPad ads raised awareness not just with customers, but across mass media - including high-profile articles in Wall Street Journal and the Mobile Case Study Book. Scroll right to see it. ACD: Rudi Anggono, ADs: Takashi Kawashima/Spencer Sass, CWs: Margo Stern/Oliver Albrecht
Sonoma County Vintners waived wine tasting fees for Signature cardholders by showing their card. To raise awareness we created a mobile wine pairing campaign in select grocery stores using shelf talkers and cart ads. These allowed consumers to get recommendations either based on varietal or the type of meat. Free access to Zagat reviews was another perk. While waiting for a table, visitors to various San Francisco restaurants could text for a callback to hear the chef give insights into the menu. The return text included a link in the text to visit the website to learn the benefits of Signature. AD: Jason Apaliski, CW: Karen Hutchinson
Leveraging TBWA’s print campaign about experiencing “a list of a lifetime”, we created a rich online experience that sought to make each item on the list beautiful and simple, as well as relate the benefits of the card. We worked with the media team to help create relevant content whether it was video, photography or illustration. Media partnerships (National Geographic, Epicurious, The New Yorker.com, and Concierge) were chosen based on the types and volume of content that we could integrate into the site. The site won numerous awards and How Magazine did a feature article. AD/ACD: Kirsten Stewart, Copywriter: Karen Hutchinson
The site made each item on the list a unique experience. For example "Explore the Seychelles" featured an illustrated interactive travel journal and spoke to the privileges your Signature card would give you. National Geographic provided the detailed content. Others leveraged content from CondéNet and other media partners. Individual site experiences were then leveraged as online banners to help drive traffic.