Visa has launched a new brand campaign in Australia and New Zealand demonstrating its vision for the future of commerce.
Titled ‘The Future We’re Working On’ the campaign is the work of Clemenger Sydney and highlights Visa’s unique role in both driving its own innovations and enabling those of its partners and clients, to be the best way to pay and be paid for everyone, everywhere.
“The Future We’re Working On is a campaign that showcases more than products; it’s about highlighting Visa’s role in creating and enabling truly integrated commerce experiences. It does this by bringing the potential of the internet of things to life, through wearables, mobile payments and the connected car,” said Jac Phillips, head of marketing for Visa Australia, New Zealand and South Pacific.
Visa’s campaign will support the business’ innovation drive through a series of executions demonstrating strategic capabilities that together define the future of commerce. Commenting on the audience, Phillips says the campaign is targeted at ‘ageless progressives’, a descriptor for 18-64 year old high achievers and early adopters.
“Ageless progressives include creative types and social influencers. They’re modelled on the influential traits of millennials, without the restriction of age. Whether in their 20s, 40s, or 60s, ageless progressives never stop being open to new solutions and experiences. Through this campaign, we’re aiming to help them understand Visa’s role as a technology brand, moving away from being seen as ‘the credit card company’,” Phillips added.