Though Visa entered the Myanmar market some time ago, they have only recently received regulatory approval to issue credit cards. But in a country that is mostly unbanked, Myanmar people have little knowledge about credit or the role of Visa in payment transactions. Visa needed an educational marketing campaign to illustrate the benefits of being a Visa cardholder and convert cash to cards in Myanmar.
Planning & Execution
Instead of developing carefully scripted actor testimonials or overwhelmingly technical marketing materials, we chose to capture the authentic stories of Myanmar Visa cardholders and merchants through a series of branded videos.
To do it, we executed a two-day activation at one of Myanmar’s largest shopping mall, custom-designing and building a massive Visa-branded booth. In the center of the mall, we hosted an immersive consumer experience to not only screen for people with great stories, but also educate shoppers about the benefits of buying with Visa.
The booth featured a production room, completely sound insulated and fitted with state of the art video equipment to capture cardholder and merchant stories on-site. From these interviews, we shot and produced 10 short vignette videos, each of which focuses on a Visa benefit. They tell Visa’s brand story of bringing convenience and security to transactions, along with the story of a dynamic and changing Myanmar, in language that is relatable and easy to understand.
Effectiveness / Results
We were able to interview nearly 70 merchants and cardholders about the benefits of using Visa. The resulting 10 videos have been well received by all stakeholders and users (with over 7M video views). The banks have asked for customized versions and we’re now creating shorter format versions for additional digital campaigns.
Our success with this campaign has led to a significant lift in brand awareness as well as a longer term campaign extension for FY19.