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Visa runs ‘I Pay’ mobile campaign to encourage card use for small transactions

Oct 01, 2020

Cymone Thomas

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Visa is well-known for facilitating the electronic transfer of funds worldwide, most commonly via credit cards, debit cards and prepaid cards. But, to stand out in Italy – a market known to favor cash transactions – Visa needed to increase brand awareness and find an innovative way to promote the use of its cards, particularly for small transactions.

Challenge

A multinational financial services corporation, Visa is an established leader in facilitating card transactions globally. However, the company needed help to promote the use of cards in the Italian market. As such, Visa sought a technology company that could help identify and reach its ideal users across three specific audiences: reserved card purchasers, affluent card lovers and ambitious card payers.

Visa and Starcom Media were aware that mobile devices were key to reaching these specific audience groups, so they chose to partner with Ogury to deliver a mobile-specific campaign that would increase awareness of its brand and encourage the use of card transactions.

Solution

Through Ogury Active Insights, Visa was able to access reliable mobile user and behavior data to identify the three different audiences clusters it wanted to reach:

  • Reserved card purchasers – frequent card users for online and everyday shopping with an average income
  • Affluent card lovers – 65% male dominance, readily use credit cards, living in city centres and interested in the environment
  • Ambitious card payers – less than 30 years old, using credit cards for the first time

These were identified based on the affinities, likes and dislikes of the intended audience clusters across mobile apps used and sites visited.

Using Ogury User Engagement, a CPV campaign was created to deliver three different creativities to the determined audiences. Ogury then re-contacted the mobile users who watched the entire video, offering a full-screen CPC creative, enabling them to get more information about the advantages of having and using a Visa card.

Results

The approach enabled Visa to create dedicated, relevant messages for each of its intended audience groups and connect with them successfully.

The video campaign attained a VCR of 94.9% (21% higher than Ogury’s Italian CPV campaign benchmark); 93% viewability (24.7% higher than Visa’s benchmark); and a Viewable Video Completion Rate (V2CR) of 88% (23.9% higher than Ogury’s campaign benchmark).

The display retargeting campaign reached a CTR of 10.2% (41% higher that Ogury’s Italian CPC campaign benchmark); 92% viewabillity (23.9% higher than Visa’s benchmark), and an exceptional 83% ad recall rate.

For Visa, Ogury represents a strategic partner for digital advertising and mobile activation. Thanks to Ogury’s unique and reliable insights, we have been able to reach our ideal audiences and achieve the objective of the campaign, with creativity. Attracting users with precise and granular data is essential, as it allows us to engage Visa cardholders on mobile effectively.

Matteo Brignoli,
Senior Manager, Digital Marketing & Social Media, Visa

Download Visa’s case study

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