Visa: The Voice

This case study shows how Visa, a credit card company, used social media to confront negative stereotypes of Chinese travellers and stole market share from its local competitor in China.

Visa: The Voice

Hans Lopez-Vito

Campaign details

Brand: VisaBrand owner: Visa ChinaLead agency: BBDO and Proximity ChinaCountry: ChinaIndustry: Banks, credit cards, loansMedia: Direct marketing, Events & experiential, Integrated, Internet - general, Internet - microsites, Magazines - consumer, Mobile & apps, Online video, Outdoor, out-of-home, Sales promotion, Social media, Word of mouth, advocacyBudget: 1 - 3 million

Executive summary

"Do not deface cultural relics or historic sites with carvings or graffiti; do not climb or touch them; take photographs only when permitted."

- A passage from page 6,...

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