BY KENNETH EZE
Global financial services provider, Visa, has latched on the convergence of the world in Japan for the ongoing Olympics to aim for global attention with its new service offerings, which it is backing with a new logo and campaign, tagged, “Meet Visa”.
Executive Vice President and Global Chief Marketing Officer, Visa, Lynne Biggar, said, “People think they ‘know’ Visa. Consumers and businesses trust the power of those four letters and see it when they open their wallet, pay a vendor, walk into a store or check out online. What they don’t see is how those four letters operate the most dynamic network of people, partnerships and products.”
The new global marketing push, The Point gathered, was with a view to updating its image and etching itself on people’s minds as much more than a plastic credit card.
For this purpose, the company has unveiled a global multi-year marketing campaign that includes several spots and a redesigned logo, on Thursday.
“We are on a mission to ensure that Visa is seen as more than a credit card company and understood as a trusted network that drives commerce forward,” Biggar added.
The “Meet Visa,” campaign was created by Wieden+Kennedy, with the objective of framing the company as a network that allows people worldwide to “move money from here to there.”
The first television commercial was telecast to the global audience during the Tokyo Olympics opening ceremony and would run throughout the Games.
Visa is the exclusive payment technology partner of the Olympics.
The campaign’s aim, then, is to reposition the company as an “engine of commerce” that provides “access to the global economy for everyone, everywhere,” Biggar said.
He also said that the company had always been innovative and would continue to, because more than 60 years ago, when Visa was founded, a few could imagine a world beyond cash and checks. Visa’s founding vision to introduce a more secure, reliable and convenient currency in digital form began with a simple question: what if money became fully electronic? Today, Visa continues to anticipate the future of digital commerce, providing access through its secure global network working for everyone, everywhere.
Visa’s business strategy has been evolving over the years, which has helped the company to be more expansive and inclusive of emerging categories, such as b-to-b payments and peer-to-peer transfers, Biggar added.
The company also unveiled a streamlined logo that comprises three horizontal bars in the brand’s familiar blue, white and yellow.
The new brand identifiers were created in partnership with design firm Mucho, which has worked with PayPal and Venmo, and would be rolled out in the more than 200 countries and territories where Visa operates throughout 2021.
