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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Brand: MasterCard

Company: Vindigo

Goals
-Build awareness of MasterCard’s Priceless Experience music, film and sports internship program for college students
-Strengthen MasterCard’s relationship with 18 – 24 year olds by targeting music and entertainment content that’s meaningful to that audience
-Create buzz via innovative ads in high impact environments

Solution 
Vindigo integrated MasterCard’s ads into its popular WAP site powered by Zingy, enabling MasterCard to reach 18 – 24 year olds in an incredibly popular ring tone and wallpaper environment.  The ads enhanced the consumer experience by allowing them to click on non-intrusive, targeted messages from MasterCard.  Each ad included a click thru page where the active consumer can opt-in for a follow-up MasterCard email, providing program details and direct links to apply for the internship. 

Results
To date, the MasterCard Priceless Experience campaign is performing strongly, above the WAP click rates Vindigo typically sees of 3%.  Opt-in email rates are also well above average, suggesting a high degree of program registration.

According to Michael Bailey, Interactive Media Supervisor @ GSD&M “Advertising via wireless vehicles was a natural fit for MasterCard's Priceless Experience Internship promotion, targeting on-the-go college students interested in the entertainment industry.  

Vindigo's WAP network, and specifically its ringtones and wallpaper content, complemented online and offline efforts to reach this hard to engage audience.  Plus, Vindigo's WAP network reaches them while they're actively involved with entertainment content on their phones.  Ultimately, it enabled MasterCard to promote participation in this program by allowing users to opt-in for more information in a unique and, hopefully, compelling way."