Visa Signature. Creative Strategy
Challenge: How do you differentiate a Visa sub-brand from the main brand?
Solution: You create a separate Brand Platform. And then direct all the advertising to proving it.
Method: Visa’s Platform was “Go”. Active and forward-moving. The Platform we created for Visa Signature was “Go Experience More”. The additional benefits that came with Signature, helped intensify your experience of the world around you.
Phase One: focused on proving our Experiential Platform through partnership tie-ups with hotel groups and Southwest Airlines. With banner clickthroughs that took users directly to hotel experiences in exotic places or flights to new parts of the country.
HEADLINES (HOTELS)
Feel like a million dollars. For under $[100] a night - if your card says Visa Signature.
Falling for a city is easy. When you’ve already fallen for the hotel. Room upgrades and more - if your card says Visa Signature.
An automatic room upgrade - without an automatic upgrade in price - if your card says Visa Signature.
Dream Destinations. Without the nightmare costs. Deep discounts on luxury hotels - if your card says Visa Signature.
HEADLINES (FLIGHTS)
What does your credit card say about you? This one says 15% off to 100’s of destinations - if your card says Visa Signature.
Visa Signature - go experience more.
Phase Two: aimed to differentiate Signature further. Using the Jungian idea of the animus. The part of yourself that’s there - but you never get to express.
Signature would help you experience more of your Inner You, by creating “Experience Bundles”. So whoever you felt inside - whether New York Fashionista, Vegas High Roller, Napa Wine Connoisseur or Hollywood Insider - Visa Signature would help you live it.
So Visa Signature was there to help you “go experience more” of the world around you. And “go experience more” of your inner self - as well.
