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In today’s world, people respond to brands that are making a positive contribution to the world. For Visa—which was seen by many simply as a “credit card company”—that meant communicating more clearly about what Visa actually does, and its contribution to the world. GMMB was asked to help with this evolution.
The strategy was to demonstrate how Visa’s business helps people live better lives. Formative brand research unveiled core insights: Visa was built not as a credit card company, but as a global payments technology network that could transcend geographic and economic barriers; and Visa’s technology was helping millions make economic progress and achieve financial inclusion. Armed with these insights, GMMB crafted and seeded a new term— “digital currency”— to more accurately define and position Visa’s products and technology. GMMB worked with Visa to create a new corporate platform—Currency of Progress—to position Visa’s core business based on the positive change it enables through the benefits of digital currency. Currency of Progress was delivered through a mix of media accessed through an interactive online hub: short and long-form videos, blog entries, intranet content, printable case studies and factsheets on the benefits of digital currency. In addition, highly-targeted opinion leader advertising was run.
Overwhelming positive response has Visa expanding Currency of Progress in several additional markets worldwide. Currency of Progress also contributed to a new pride in Visa’s culture: helping the people of Visa see how their work contributes to a better world. GMMB has been pleased to help Visa take this path forward—a path that more and more brands will need to travel in their quest for greater relevance and meaning in today’s world.