Campaign details

Brand: Visa
Brand owner: Visa International (Thailand) Ltd.
Lead agency: BBDO Bangkok
Country: Thailand
Industries: Credit cards & loans
Media channels: Content marketing, Online video, Social media
Budget: Up to 500k

Executive summary

How to introduce a taken-for-granted transactional utility into the lives of millennial Thais? Long-form branded content? Really? Yes.

Visa's #TokyoUnexpected tells the story of how a girl mends her broken heart through a series of unexpected travel encounters, and allowed us to vividly and authentically demonstrate the functional and emotional role of the Visa credit card to enhance travel experiences abroad.

The 15-minute online film and related assets outperformed best practice standards x2, reaching 13 million views, of which 61% were organic, and increased Visa's cross-border transactions by 24-30%.

Market background and objectives