Visa takes ‘Flow Faster’ campaign Europe-wide encouraging people to adopt new payment technologies
Visa Europe is preparing to launch its new Flow Faster brand campaign across 19 European countries.
Developed by Saatchi & Saatchi, Traktor and MEC, it is the largest communications campaign for Visa Europe and has taken an integrated, multi-channel approach.
The activity aims to encourage card holders to think beyond their traditional payment methods, and consider trialing new payment technologies.
Each market’s campaign is being designed to reflect the deployment of new payment technologies in that country, with a focus primarily on UK, France, Poland, Spain, Italy and Germany.
Visa hopes the campaign will raise awareness of and confidence in Visa’s new payment technologies, building its brand equity and driving its innovation credentials.
“Visa is offering consumers a range of new ways to pay and the campaign celebrates the ease of our payment innovations – wherever you are and however you want to pay,” said Mariano Dima, chief marketing officer at Visa Europe.
“The new Flow campaign is about the positive feelings that are created by using these new products and services and in the TV ad we dramatise this by showing how an old man becomes not only faster and more agile through their use but also more youthful as he rushes to celebrate the birth of his grandchild.”
In Britain, the first Flow Faster ad will premier during Britain’s Got Talent on ITV1 this Saturday, 1 June, with other activity including extensive TV, digital and out-of-home elements reaching around 300 million adults across Europe.
