Visa - Visa RWC Champions

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share of voice.

Visa RWC Champions

Agency: Colenso BBDO Advertiser: Visa Awards: Integrated   (Silver)

Marketing Challenge

By the beginning of 2003, the Credit Card market in New Zealand was undeniably mature.

Of the 2.8 million people aged 18+, 63% (1.79m) had at least one credit card and were tending to increase their spend. This was both as a substitute for cash and cheques, and also as increasing consumer debt.

The market was becoming increasingly competitive therefore, with the three main players fighting over :

  • incremental card ...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands