Visa launches More – for less

In its first global ad campaign, the credit card co is thinking globally and acting locally.

More security, more control, more convenience. In its first global ad campaign, launching in Canada this week, Visa is pushing a universal message of optimism with its ‘More People Go with Visa’ tagline. The campaign, developed by TBWA/Worldwide with media planning and buying by OMD, focuses on the possibilities of a new day, with TV ads narrated by Morgan Freeman.

‘Even in tough times, people still have aspirations, need to get things done and want to act,’ says Visa CMO, Antonio Lucio, adding that the campaign explains how Visa helps achieve those goals ‘by offering a range of payment products, by empowering financial literacy, and by providing money management tools.’

The new positioning is designed to be relevant across all geographic regions and demographics, while also being adaptable to all media. And the single global marketing message will be executed locally for maximum relevance.

In the Canadian market, TV ads debut on national networks this week, followed by a series of print and OOH ads – customized by region – rolling out in the coming weeks.

As part of its core growth strategy – migrating consumer and business spending from cash and cheques to a better form of electronic payment, Visa – the campaign contributes to a broader goal of reorganizing the company’s marketing efforts. Visa consolidated its global media buying and creative advertising under a single holding company, enabling cost efficiencies as well as reductions in fees and production expenses. The campaign launch comes less than a year after the company’s IPO and reorg, and reflects the alignment of six Visa regions into a single global entity.

Visa also has created a href=’’ >microsite that allows consumers to submit pictures and provides recommendations on different experiences to try, along with merchant offers.