Visa loves every day online

Introduction

Visa’s pan-European ‘Love Every Day’ campaign found the key to a deeper relationship with its target audiences in an interactive digital marketing solution. Microsoft Advertising’s Brand Entertainment and Experiences Team delivered a Love Every Day portal, which invited users across seven European territories to share their favourite activities. Spreading the love through digital marketing attracted 1 million unique users and generated over 1.5 million page views.

Campaign objectives

• Target three key groups: 18 to 25-year-olds, 22 to 44-year-old mothers, 40 to 60-year-old men
• Deliver deep engagement with the target groups across seven markets: Finland, Germany, Greece, Italy, Norway, Poland and the UK
• Drive brand awareness and purchase consideration.

Creative execution

Love Every Day content portals for each market provided relevant, timely recommendations for nights out, weekends away and family excursions; visitors were invited to make their own recommendations and comment on those of others using tagged links in Live Search Maps, a first for any digital marketing solution. Targeted ads and editorial on Windows Live Hotmail, Windows Live Messenger and a range of MSN channels were used to drive visitors to the portals.

Results

• The digital marketing solution attracted almost 1 million unique visitors and generated over 1.5 million page views
• Together, the target audience spent a total of four years with the Visa brand online
• Men aged 40 to 60 were 76 per cent more likely to consider a Visa card if exposed to the online marketing solution
• Message association rose 20 per cent amongst those exposed to the online advertising and received a 53 per cent boost when audiences were exposed to the branded experience.