Visa: Brand role & sponsorship, reimagined

Maya Nishitani, Chisa Kondo, Hiroaki Taki, Kaori Yatsu

Credit-card brand Visa pivoted its communication strategy during the Tokyo 2020 postponement to increase cashless payment behaviours and the number of its contactless cards in Japan, with a TV, digital and outdoor campaign.

Campaign details

Brand: VisaBrand owner: VisaLead agency: BBDO JapanContributing agency: Dentsu JapanMarket: JapanSector: Credit cards & loansMedia channels: Content marketing, Online video, Outdoor, out-of-home, Social media, TelevisionBudget: 10 - 20 million

Executive summary

This is a behind-the-scenes story of how Visa Worldwide Japan, a Tokyo 2020 Olympic/Paralympic Sponsor from the host country pivoted its communication and helped people stay safe during Covid-19. It also reinstalled confidence in Visa's capabilities as Tokyo 2020 sponsor and a cashless payment leader despite the postponement of the Games.

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