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VISA
How to convince customers to play in your team

RAN IN: Russia

CASE VIDEO


Audience: Since everyday payments are made by absolutely everyone, we have chosen the widest possible audience: men and women — cardholders who use them when paying for large purchases, but daily payments are habitually made in cash.

Objectives: We used pre-campaign measurements as  benchmark, because Visa had no similar campaign previously Communication objectives: Message delivery: higher than ILM average (5) Growth of  Branded Recall and Ad Recall (5) Growth of the Preference image parameter: higher vs same period last year (6) Business objectives: Increase in payment volume, transaction #  and spend per active card in general and with partner supermarkets (Carousel and Pyaterochka) (7)Average check amount decrease (7)  5. Visa ILM Report Millward Brown Database, January 2018 6. Visa Brand Health Score Q3 2017 7. Global Data Science Report, 2018

Type: B2C

Language: English, Russian