Grey Worldwide Dubai plays a leading role in global advertising campaign

The campaign, which aims to reinforce the relevance of Visa cards as a part of everyday life and an alternative to cash was developed in conjunction with Grey Worldwide London, Dubai, Bucharest, Moscow, and Johannesburg.

The Euro 20 million campaign which launched in September has seen simultaneous advertising in Russia, Central & Eastern Europe, South Africa and the Middle East. Extensive regional input was used to ensure the global campaign would be relevant across all markets.

Richard Bagnall-Smith, Executive Vice President of Grey Worldwide in Europe commented, "Unlike Pan regional advertising that most often falls apart because of the lack of consumer relevance, this campaign strikes a chord with the audience... we made sure it did by researching the ads thoroughly throughout the region."

Despite the fact that Visa card holders account for over 60 million people across the CEMEA region, Visa card usage is mainly restricted to large purchases, special buys or travel. Cash is still the favored payment method even though most of it is taken from an ATM machine: ironically using a Visa card. The multimedia campaign using TV, print and outdoor emphasizes Visa as a solution for everyday purchases, from a lollypop to grocery shopping.

Mounir Harfouche Creative Director Grey Worldwide Dubai said, "The challenge we had to face was not only to change consumer's habits, but to build on a consumer insight that would be relevant to the whole region. It was a great and enriching experience to work as a team across the CEMEA region, utilizing Grey's regional strength to support the client's marketing needs."

The creative idea is based upon the concept that having a Visa card allows the user to think and act laterally in everyday situations; you can get what you want out of life in conjunction with providing a solution for someone else. This is exemplified in the first TVC which originated from Grey Worldwide Dubai and depicts a situation to which viewers can relate. A father is trying to watch a football match on TV while his son is playing, jumping around him shooting at furniture with his fingers and generally being a distraction. The father looks out of the window to see the mother who is watering the plants in the garden. The last shot shows the couple, relaxed and happy, sitting on the couch quietly watching TV, while the kid is outside watering the garden with a water pistol.

Harfouche continued "The campaign was designed to be regional in the truest sense and we feel we have achieved this. The message is simple, yet decisive... Visa enables you to act on everyday inspirations... something that can be understood and acted upon by all nationalities."