Financial Services, Commercial Public Services, Business Products & Services

Silver
CAMPAIGN
Idea - No Ullu Banaoing
AGENCY
Lowe Lintas + Partners, India
CLIENT
Idea Cellular Limited
BRAND
Idea Cellular
DETAILS
India is one of the largest and fastest growing telecom markets in the world. But a major portion of this is voice telephony, while the future really lies in data services.
 
While brands like Airtel and Vodafone have had some success in the sphere of mobile Internet as they largely cater to young, urban consumers, !DEA Cellular, with a more pan-Indian audience spread across both metros and smaller towns, found it challenging, primarily because those consumers did not find a strong relevance for the Internet and mobile data services in their lives.
 
Seeing the lack of mobile Internet penetration as an impediment to a newly resurgent society that seeks to be empowered through knowledge, !DEA embarked on a campaign to make mobile Internet accessible to as wide and as diverse an audience as possible. Thereby empowering the common people and ensuring that they don’t fall prey to unscrupulous elements.
 
CAMPAIGN
Visa_Get Lost
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Visa China
BRAND
Visa
DETAILS
No one today can deny the importance of the US$ 155.5 billion Chinese outbound travel market (China Tourism Academy). Whether one is on Hong Kong’s famed Tsim Sha Shui shopping district or at the Galleries Lafayette in Paris, it is impossible not to notice the throngs of Chinese tourists buying up the latest Prada handbags or having their selfies taken in front of city landmarks – often to the amusement of locals and fellow tourists alike. 
 
And, when this multitude heads to the payment counter, they typically use their China UnionPay card - the Chinese government-owned payment system that is now rivalling global payment brands like Visa.     
 
This is a story about how Visa’s latest campaign got Chinese travellers to re-consider using Visa by challenging the world’s stereotype of Chinese tourists; and portraying an image that is more true to the global-savvy and sophistication of the new/younger generation who are driving the nation forward.
 
The “Visa Get Lost Challenge” called on people to travel in a new way: to go beyond the crowded confines of cliché tourism and retail hotspots, and explore the less beaten path of more culturally-authentic experiences hidden within a city -- with nothing but the comforting reassurance of having a card in their pockets that is truly ‘accepted anywhere they want to be.’
 
This new take on the Chinese traveller captured the aspirations of the new Chinese generation. It generated 9 million views in just 2 week; and propelled Visa to grow 85% faster than total outbound tourism spending. More importantly, it boosted Visa’s brand scores by 23% on a key image attribute China’s young travellers wanted to be more associated with on a personal level – “is globally accepted.”
 
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