Integrated Campaigns: Art Direction, Digital OOH, Social, CRM, Growth Activations, Product Invention
A run of Visa programs that span brand and growth. The Signature CLEAR campaign sold the fastest lane in the airport; the Visa Checkout activations turned a $10 enrollment credit into ideas people wanted to share; and an NFL sponsorship became a product. Different briefs, one instinct: make the idea do a job.
Visa CLEAR gets travelers through airport security faster, so the campaign sold the time it gives back. Across animated and static billboards, social, banners, CRM and a microsite, one visual system carried the promise: more time where it matters most.
Golfer execution: one stride from fairway to security checkpoint, “Spend your time where it matters.”
Shopper execution: from boutique sidewalk to security line in a single step.
The billboards ran in 11 airports across the country. A time-sweep wipe moves each scene from where you want to be to where you need to be, making the benefit visible in a single pass.
Denver airport: the golfer and shopper boards running on twin columns above “to all Gates.”
Terminal billboard: the time-sweep wipe carries the golfer from course to checkpoint.
The social play met travelers at the exact moment of the pain point: standing in a long security line with a phone in hand. Our team scoured Twitter for pain-point hashtags and answered them with customized comic relief from the brand that skips the line.
Twitter reply: a stressed traveler asks for a jetpack; Visa answers with a CLEAR-branded one.
Twitter reply: a #firstworldproblems wish meets a genie’s lamp, “Wish granted.”
Every channel drove to one destination: a microsite where travelers could see the benefit, learn the program and become members on the spot. Awareness up top, conversion at the bottom, no dead ends between.
Microsite: the Visa Signature plus CLEAR landing page across desktop and laptop.
Microsite sign-up: “Speed Through Airport Security Lines,” card-number enrollment below.
Microsite: the CLEAR locations tab, participating airports from San Francisco to Westchester.
Microsite: “Make traveling easier,” the What is CLEAR explainer.
Microsite: “2 steps to get CLEAR,” online sign-up then in-person verification.
The brief was awareness for a standard growth offer: a $10 credit for new Visa Checkout enrollees. Instead of shouting the offer, I put it where offers do not usually live and let the platforms do the talking.
A Kickstarter campaign that flipped the script on donating. With a $1 million cap, Visa would award $10 to each of the first 100,000 enrollees: a crowdfund where the crowd gets funded. The offer became a story worth backing.
“Pay It Forward” Kickstarter: a $1,000,000 giveaway by Visa Checkout, enrollees counted like backers.
For the older-millennial audience, the offer went dating. I put a monetary Alexander Hamilton on Tinder; swipe right and the $10 credit is yours. The easier way to pay online, presented as the easiest match on the app. Tongue firmly in cheek, enrollment firmly the goal.
“Score” on Tinder: Alexander, age 259, and the match screen offering the $10 Visa Checkout credit.
Tasked with promoting Visa Checkout’s NFL sponsorship, I went past a media buy and built a new advertising platform. A downloadable browser extension, available for Chrome and Mozilla, automatically converts the banner ads on any website into a customizable, Visa Checkout-branded sports feed: up-to-the-minute news, scores and team highlights in the pixels advertising usually wastes. Not adblocking; ad upgrading, with utility that keeps working long after the campaign flight ends.
The easier way to pay online gives you an easier way to follow your favorite teams.
E-Z Scoreboard frames: banner units turned into live NFL scores and team news, Visa Checkout branded.
E-Z Scoreboard in situ: the extension swaps a homepage’s banner ads for live score and news units.
Husani Barnwell art directed a run of Visa programs spanning brand and growth: the Signature CLEAR airport campaign across digital out-of-home in 11 airports, social, CRM and a converting microsite; Visa Checkout activations that turned a $10 enrollment credit into a Kickstarter where the crowd gets funded and a Tinder match worth swiping for; and the E-Z Scoreboard browser extension, which turned banner inventory into a live sports utility for the NFL sponsorship.
Writer: ACD/Writer Jason Lambert