Vision Communications
|
Creative Solutions - The creative strategy is based around the central concept of a passport. This image was chosen because of is relevance to Visa and its global nature. When people travel the world they need their passport and they need their Visa card. All the advertisements are liked around the same concept, and the extra messages that appear in the print ads are reinforced in the banner adverts. The
television advert required the most attention, as it was the core of the
integrated marketing program. The idea was to show a passport, an easily
recognisable image in the first frame, and attract attention with its
simplicity. The
advertisement indicates that the Internet is a destination to be travelled and
that when you get there Visa will also be there. The Internet is just another
location among millions where the Visa card can be used. The last image of the
advert is a black screen with the Visa logo in the middle. Underneath is the
catch phrase of the campaign, ‘Conquer the New Frontier’. Our message is
that using the Visa card, anyone can conquer the Internet. The catch phrase
gives out hidden meanings of safety and control to ensure the viewer that Visa
is secure on the Internet. The voice over also proves to do this where it says
‘you’ve travelled and trusted Visa, now you can trust it on the Internet’.
The
print advertisements for the campaign runs along the same message but has been
altered for the medium. The image of the passport is the focus of attention, and
will connect the entire campaign in the viewer’s mind. When they see the print
advert they will be reminded of the television advertisement. The advertisement
has large print running across the top of the page saying ‘CONQUER THE NEW
FRONTIER’, the catchphrase of the campaign. Once this has captured attention,
the viewer’s eye will then track down the advertisement to the large image of
the passport. The passport has stamps, personal details and a funny-looking
passport photo. Below the passport the large text is reinforced with the
phrases, 'Travel across the world in a matter of seconds', and the phrase
'The Internet - One more location that accepts Visa'. These messages highlight
Visa convenience. ‘Of
all the places you’ve travelled and trusted Visa, now you can trust it on the
net. At Visa we are very pleased to be the leading brand for secure on-line
purchases. We can guarantee security, convenience, reliability… but we can’t
guarantee a good passport photo’. The outdoor or billboard advertisement draws on the viewer's memory of the Visa campaign, stating 'Conquer the New Frontier - The Net'. The Visa logo is used in association with it's website. The billboard has a simple design so it can capture attention and allow viewers to read it even if they are driving by. The banner advertisements were designed to allow reinforcement of Visa's advertising campaign while the consumer is actually on the internet. The banner links directly to the Visa website, so that action is taken towards using Visa to make on-line purchases. The banner advertisement will be placed on popular on-line purchasing websites. |
