So pleased was Visa Canada with the results of last year’s Visa Perks experiment that it aggressively expanded the initiative for its second foray, says Toronto-based senior product manager Sylvie Briz – who declined to disclose details on the initial ROI.

For a six-week push ending September 30, Visa’s profile-boosting campaign has evolved from Toronto-only m-couponing with local retailers and support from local radio, plus online contests last year to the national rollout of a raft of integrated features. These include: public transit domination; radio tags and promotions in Vancouver, Calgary, Toronto and bilingually in Montreal; customer statement inserts; a VST media pilot at 115 Esso and five Canadian Tire gas bars in the Toronto area with 15-second, text-based animated spots above the self-serve pumps; and in Montreal only, igotcha branded web pads – a portable WiFi device in coffee bars, gyms and restaurants that offers up to 15 minutes interaction with viewers when initiated.

Leveraging updated creative from the first go-round, and aimed at promoting prepaid Visa cards, Visa Perks has also introduced the Grand-a-Day Giveway national shopping spree contest. Consumers can enter online or via any of the 300,000 web decoders that are being handed out by street teams. Instead of giving cheques to winners, or m-coupons for selected stores, as was done last year, prepaid cards ranging in denomination from $25 to $1,000 are being awarded.