I created the new “Go Experience More” brand platform for "Visa Signature", to differentiate this premium card from its better-known parent. I then delivered campaigns that raised awareness of Signature's new positioning.
This strategy project was developed to deliver new ways to use digital and social to prove Visa Signature’s brand platform experientially.
Agency: AKQA
If we're honest, there’s still a major difference between a "real-life experience" and what digital professionals call “user experience”. A real-life experience has a narrative, a genuine emotional element, often involving meaningful personal engagement with other people. It creates a memory that sounds compelling when retold, and an emotional resonance that stays with you.
A “user” or “customer” experience of a brand is missing these. Except in the most rudimentary form.
But what if we could change that? What if we could use brand, digital and social to engage people in such a way that “user experience” of a brand could start to have the richness, and depth of real-life experiences? So we’re proving the brand's platform experientially and interpersonally? That was the aim behind this project, which sought to tie ideas like self-actualization and physical socialization into the brand experience.
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"An inspirational creative, a brilliant writer, a strategic bulldog, and that's all before the rest of the agency gets in by 9am. I worked with Mike on some of Visa's most trying business challenges and we came through with flying colors. From building Visa Signature's first strategic platform to developing an award winning travel campaign, Mike's passion for great work was always driving us to be better. I look forward to working with him again soon. And did I mention he has a cool accent?"
"No one understands how to build major brands like Mike. And no one has more discipline in doing it. Sure, he's a great creative talent - but he's also a very strategic mind. The sort of mind we needed to help kick Visa Signature to the next level. Mike is talented, passionate, driven and dedicated to delivering change. I'm fortunate to have worked with him. I hope our paths will cross again!"
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