Visa is to launch its new global marketing strategy devised to encourage people to appreciate life under the banner “Go”
The strapline for the global campaign is “More people go with Visa” and the ads are voiced by Morgan Freeman.
The campaign has been created by TBWA and encourages customers to go and live their lives, albeit more cautiously and thoughtfully in these economic times. The ads spell out the word “Go” in different ways, including passport stamps and vinyl.
The new campaign aligns Visa’s marketing under a single theme that focuses on the superior value Visa delivers against cash and cheques.
Chief marketing officer Antonio Lucio says: “Visa gives people the ability to take action – the actions that are most important to them. The … campaign is an invitation to make the most out of life every day… it’s not about spending more, it’s about using Visa for those things that are important to you every day.”
Ads with the strapline launch in the US tomorrow (March 4) during American Idol on Fox. International markets will launch with an ad called “Gofesto” that takes viewers on a journey across the globe showing different people from different places enjoying what life has to offer.
There will be online activity including rich media banner ads showing live feeds of people from six international cities.
The campaign comes just under a year after the company’s reorgnisation and the alignment of six Visa regions into a single, global company.
In the UK, Visa has just released a new ad created by Saatchi & Saatchi as part of its “life flows better with Visa” campaign. The ad shows a man dancing through a city on crutches.