Says Antonio Lucio, Visa’s Chief Marketing Officer. Adage.com today published an interesting interview with him, covering Visa’s first global themed campaign, “More People Go With Visa”. The campaign, developed by TBWA Worldwide, launched three months ago in 48 countries, all within a three week window.
Visa at Domodedovo in Moscow
In his conversation with Advertising Age Mr. Lucio especially pointed to his great experience across the world. “We were incredibly surprised with the success of the campaign in Russia, which was a big concern at the beginning. “Go” was not translating very well within the Russian language, so a lot of local adaptation was required. There are about 20 words in the Russian language that could imply the “go” message. [But] Russia is delivering some of the highest equity growth and brand links scores that we’ve seen. That was a big surprise [...]“.
Enjoy the complete interview online.
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