Visa has launched a marketing campaign to re-iterate its positioning as a payment card that is accepted at over 29 million merchants around the world.
Visa's new travel-focused commercial recreates the dance made famous by internet celebrity Matt Harding in his self-made quirky video travel diaries. The 'Travel happy' dance continues in Visa's new commercial, this time by various merchants including cruise operators, hotel and restaurant staff, tour guides, and taxi drivers from China, India, Indonesia, Japan, Singapore and Vietnam, all performing their renditions of Matt's famous dance.
Watch Matt Harding's Visa TVC here:
Developed by BBDO Asia Pacific (Singapore), the new commercial is built on the creative concept that merchants around the world accept Visa as the universal currency.
To get a consumer connect, Visa has rolled out a contest called 'Dance to Win' inviting its target audience to participate in the 'Travel Happy' campaign.
Cardholders simply have to film themselves or Visa merchants dancing the Visa 'Travel Happy' dance and submit their home videos at the competition website www.visatravelhappy.com.
Participants will be able to take advantage of the Google Maps technology on the website to indicate where exactly in the world they filmed their video.
"Our regional television campaign saw a very simple dance cut across language and culture to spread the message of how Visa covers all currencies when one travels," said Andrew Lambert, regional director for brand management, Asia Pacific at Visa. "We believe our cardholders from across the region who speak about 2,000 indigenous languages in Asia Pacific will have their own stories to tell through a single 'Travel Happy' dance."