Visa Europe is scrapping its “Love Every Day” positioning after just two years in favour of a more “irreverent” and “amusing” approach. It is being replaced with the line “Life flows better with Visa” on a pan-European advertising push.
The campaign, which launches next week (March 24), shows a young man stranded in the desert after his stag night, naked apart from his Visa card. It follows his journey as he races against time to get to the church. It will run on TV across Europe and will be backed by print and outdoor activity. It has created by Saatchi & Saatchi, with media planning and buying by Mediaedge:cia.
Mariano Dima, executive vice president, marketing and products for Visa Europe, says it is designed to support its new brand proposition by showing how Visa can help life “flow” easier, and support the card company’s goal of replacing spending with cash and cheques with plastic.
Dima says the ad is “deliberately irreverent and amusing” with a “serious” underlying message.
Love Every Day launched in January 2006 and marked the card brand’s first pan-European brand campaign, running across 21 countries. The ads showed gift-wrapped objects such as baguettes to show Visa as a part of everyday life, rather than just for luxury purchases.