Idea: The self-actualization Credit Card
(Campaign: Visa Signature: Go Experience More)
Credit cards are about lots of things. Mostly spending and owning. But studies tell us ours is a generation that values “stuff” less and experiences more. People are less into status. More into self-actualization. And where does a credit card fit into all of that? That’s what I aimed to find out with Visa Signature.
Visa Signature was differentiating itself from “standard” Visa with a platform that focused on experiencing of life – “Go Experience More”.
travel campaign
We’d set about proving the new positioning in digital with campaigns based around travel…
(Headline: If your card says Visa Signature, it also says your next Southwest flight is 15% cheaper.)
HOTELS CAMPAIGN:
We’d extended it with luxury hotels campaigns…
(Headline: What would make your luxury hotel stay more enjoyable? Now you can have them all. If your card says Visa Signature.)
But I wanted to go further
And so we came up with the Signature Bundles project.
Existing banner, website and microsite campaigns proved Signature helped you “Go Experience More” of the world. But what if it could help you experience more of yourself too? All those hopes, dreams and ambitions that typically went unrealized?
The perks Signature offered users seemed pretty haphazard. But what if we could bucket them in a way that delivered greater relevance and emotional impact? And so Visa Signature Bundles were born.
Perhaps you dream of being a Vegas High Roller? Or a West Coast Wine buff? Or a Hollywood Insider? Whatever your dream, Signature would offer a bundle you could access. And new bundles over time to keep building the experiential differentiator of the Signature brand.
Whatever you choose is mediated through Social. So your Facebook friends can see the fun you’re having as a Visa Signature member.
And we make it easy for them to join you.
So, we make Signature an engine of social as well as personal actualization. Experiencing not just the world around you but other people more fully as well.
This would enable us to further differentiate the Signature experience. Raising awareness, usage - and relevance to users.
…And so build out a whole new customer-base for the card.
