Anomaly and Visa

PROBLEM 

Banks. Credit cards. Fintech. Payment platforms. Payment types. The modern payments landscape is incredibly crowded, and increasingly competitive, with more players vying for share of spend than ever before. Visa needed to modernize what they stood for in order to get the next generation of global consumers (18-34) to choose and use Visa more often. 

SOLUTION

Visa’s iconic ‘Everywhere You Want to Be’ tagline once stood for global acceptance. But as payments options proliferated, its meaning faded. To stay relevant, Visa had to evolve what its brand stood for — from simply moving money to moving people forward.  

For this next generation, the only thing certain in life is uncertainty, so they define progress differently than past generations. ‘Making it’ today isn’t about the destination; it’s about the journey. This insight helped Anomaly redefine Visa’s role in their audience’s lives: a champion for everyday progress where every transaction isn’t just viewed as a transaction, but instead as a step forward towards creating the life they want to lead.  

With a new global positioning, Anomaly reimagined ‘Everywhere You Want to Be’, shifting the emphasis from where, to who you want to be, cementing Visa as a champion for every step of your journey. 

RESULTS

The new positioning and platform are being applied across global marketing efforts, including the launch of a new global campaign that recently debuted during the Academy Awards. Pretesting of the campaign has signaled strong in-market success: the platform performed better than 99% of other financial service brands, and increased preference by 50%. 

About Anomaly: Anomaly is a change agent within the communications industry, focused on creating business solutions by embracing the broadest definition of ‘creativity’.