VISA SIGNATURE

BUT THERE'S A PROBLEM

Most people don’t know what a Visa Signature card is. Or even if there’s one in their wallet. 

NOT SURPRISING

Sometimes they're not that easy to spot. Often the word "Signature" is barely legible.

OUR CHALLENGE

Make people aware of Visa Signature as a distinct brand in its own right.
Make them know they own it. 
]And make them want to use it.

But that meant changing what AKQA had been doing.

TACTICS VS. BRAND

When I joined the account, it was engaged in tactical ads, raising general "awareness". Or ads featuring one perk or other. With no clear differentiation of Visa Signature from its parent brand.

I WANTED TO CHANGE THINGS

To establish a unique mindspace for the  brand. Then focus specific perks to build ownership of that mindspace.

OWNING THE MINDSPACE:
HOTELS

My first step was organising the disperate benefits into something that could tell a story and prove our new propostion. By concentrating on clear perks on Hotels and Flights, we could demonstrate how Signature could help you "Go Experience More" of the world out there, that other cards in your wallet.

FLIGHTS

CUSTOMER TAKEOUT?

This is the card to pull out of your wallet first when your you want to experience more of the rich world out there.

Suddenly the card has a distinct meaning. And ownership of a unique mindspace.

HOW DO WE GO FURTHER?

"Go Experience More" 

So far we've focused on "More" of all the things you can do.

But what about "More" of all the things you can be?

THINK JUNG

Yung had the concept of Anima and Animus.

The you you can reveal to the world.
And the you that remains hidden and unactualised.
Visa Signature had proved it could help you experience more of the world.
But what if could become be the tool to help you experience more of yourself too?

THIS WAS THE IDEA BEHIND EXPERIENCE BUNDLES

Taking the random perks, and bundling them together to create different personas. So the card becomes a tool to help you live out new parts of yourself.

SO IF YOU'RE A CLOSET SUPERMODEL...

Visa Signature gains you access to Fashionista bundle.

WHICHEVER PART OF YOURSELF YOU WANT TO GO EXPERIENCE MORE OF, IT'S THERE FOR YOU

Easily reachable through Visa Signature's Facebook page.

BUT THINGS ARE ALWAYS MOST FUN WHEN THEY'RE SHARED

So we envisioned Visa Signature performing another role. That of social glue. Bringing people together through bundles. Going Experiencing More together.

SO THE MARKETING I CONCEIVED WAS ABOUT MORE THAN SMART HEADLINES OR CLEVER TACTICS

But establishing a distinct brand. Delivering a unique mindspace for it. Making it a key to self-actualization and an ongoing tool of each user’s socialization and interaction with family and friends. Building its value to users. And  growing the addressable user base.

OUTCOMES

The new brand platform was warmly received. The hotels and SouthWest promotions ran as did several others establishing the mindspace. All got good customer takeup.

The Experience Bundles project was also well received. But stalled when I was moved to become Creative Lead on Charles Schwab.