Campaign Objective:
Visa wanted to promote their London 2012 Olympic advertising campaign which gave Visa card holders the chance to win Olympics tickets. To enter, consumers were encouraged to use their Visa card for purchases, keep the receipt and enter the special code on the back online. A secondary campaign objective was to encourage Visa card holders to use their card for smaller purchases

Media:
387 6 Sheet panels at Motorway Service Areas nationwide

Result:
Unprompted
Admedia Visa 6 Sheets produced second highest recall out of all media at 31% - above radio at 29% and non Admedia Visa 6 Sheets at 19% 82% of these respondents also recalled the ad was for Visa & understood the two main messages of the poster

Prompted
Admedia Visa 6 Sheets produced 47% recall with 98% of these respondents understanding the two main messages of the campaign.

38% of respondents understood how to enter the competition - 22% more than in the control site

25% of respondents said they would use their Visa card in order to enter the competition- 9% more than the control site

22% said they would keep their receipt & 86% of these people said they would enter their competition.

44% say the advertising has encouraged them to use their card more frequently 

 

*Admedia independent research in conunction with Market Management