Bronze: Visa submitted by RK Swamy Media Group India
Visa launched a travel pre-paid card as a cash alternative for Indian vacationers, students and business people. This was a first-time marketing effort, and the supporting TV commercial was produced in Singapore, but adapted locally. It became clear that the program could not rely on the TVC alone. A character was created—a man happily doing a unique dance while balancing on the globe—and “floated” in commercials to add recall. The “dancing man” also facilitated character integration with pop music channels, strategic placements in news channel currency updates, partnerships with travel festivals and world movie programs, and integration in cricket. Not only did the Visa Prepaid Card recall increase, but people began to dance like the character!
Visa launched a travel pre-paid card as a cash alternative for Indian vacationers, students and business people. This was a first-time marketing effort, and the supporting TV commercial was produced in Singapore, but adapted locally. It became clear that the program could not rely on the TVC alone. A character was created—a man happily doing a unique dance while balancing on the globe—and “floated” in commercials to add recall. The “dancing man” also facilitated character integration with pop music channels, strategic placements in news channel currency updates, partnerships with travel festivals and world movie programs, and integration in cricket. Not only did the Visa Prepaid Card recall increase, but people began to dance like the character!