Visa is changing. Visa bids adieu to “it’s everywhere you want to be” for “Life takes Visa” and bids adieu to one of the most memorable advertising slogans of past two decades. Visa in one of its first major re-branding exercise in last twenty years will try to raise awareness about the brand. More than entertainment value (read:super bowl) its about emotional bonding, its about creating a standalone clutter free campaign.
For the first time in ten years Visa escaped super bowl and concentrating on winter Olympics. With the new campaign Visa wants to evolve with changing time as its not literally a credit card but electronic payment company also.
“‘Life takes Visa’ reinforces our brand promise to deliver innovative products and services that can be used anytime, anywhere,” said Susanne Lyons, executive vice president and chief marketing officer for Visa USA.
TBWA/Chiat/Day is the agency behind traditional media campaign while AKQA will take care of the digital media.
Via [sanfrancisco.bizjournals]
