Chinese Visa customers revert to Chinese payment method UnionPay abroad, not realizing Visa has wider coverage. We needed to make Visa noticed to increase overseas transactions.
Visa targeted young affluent Chinese customers. They are independent and willing to explore when travelling, unlike traditional Chinese tourists who prefer group travel, visiting only famous attractions.
We captured attention of young Chinese online and whilst travelling overseas. Our idea “Visa Rental Bike” equipped Chinese Visa customers with free bikes and mobile GPS-devices to explore foreign cities “off-the-beaten-track”, extending to virtual online experiences that influenced more Visa customers back in China. We scoured Visa’s huge merchant database to design the best cycling routes around each city’s hidden gems, leading the travelers beyond tourist traps and directly to Visa-accepted merchants.
Word spread fast about Visa’s bikes online, sparked by engaging content and a fictional Chinese tourist character who provoked young Chinese demanding a different experience. Social KOLs, online videos, print and outdoor ads led targets to Visa’s website.
Our integrated campaign increased Visa’s outbound transactions by 40%YOY! We also saw campaign site engagement reach 138%, more than 4X industry benchmark.