Brand: Visa
Product: Visa Signature
Company: Zingy
Goals
- Raise awareness of the exclusive benefits Visa
Signature cardholders can enjoy
- Reach a new affluent demographic and lifestyle
enthusiasts
- Provide relevant and useful functionality that aligns
with the brand
Solution
Visa Signature sponsored the Vindigo City Guide on mobile
phones and PDAs, enabling Visa to reach high-end consumers
ages 35-54, who use their mobile devices to find locations
to eat, shop and play - an ideal environment to promote the
Visa Signature brand.
The program included not just advertising elements, such as
a splash screen and branded Visa channel, but actually incorporated
Visa into the search functionality of the city guide. When consumers
browsed the "Food" category, a custom channel highlighting participating
Visa Signature restaurants appeared. Consumers were able to search
for and select restaurants offering Visa Signature Dining Privileges,
driving foot traffic into Visa merchant partners while also reinforcing
the value of the Visa Signature card. The program also featured targeted
ad banners that enabled users to opt-in to receive an email about
the Visa Signature card and its benefits.
Zingy sent those emails out on Visa's behalf to all who requested
them.
Results
Overall reach and response rates were higher than average, with
almost 3 million impressions delivered. Visa successfully reached
their target audience in a meaningful way - providing an immediately
useful functionality for on-the go consumers - and Vindigo provided a
dynamic platform to educate and engage mobile consumers.
According to Jon Raj, VP of Online Advertising and Emerging Media
Platforms, the program was "a natural extension for Visa and a very
effective and sophisticated example of contextual marketing. We
always aim to add value to our merchant partners and provide our
customers with relevant information and this program achieved both
of those goals."
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