Financial Services

For Visa’s first global B2B campaign, we had to shift SMBs' perception of Visa from a consumer credit card, to a partner with solutions and products to support small business. The campaign launched during the Covid19 pandemic—a time when small business owners were in dire need of support. To help understand their mindset, we conducted qualitative interviews and discovered an ‘arc of recovery’ they were experiencing. A key insight we built the campaign upon was that business owners who were able to incorporate digital expansion felt confident not only in their recovery, but confident in a new way of doing business that was better than before.

At the heart of our campaign is a video that reflects the vital role small businesses play in their community. We created print to accompany a feature in INC. magazine about the importance of small businesses embracing digital payments. And we created emails plus an abundance of web banners covering everything from contactless payments, card issuers and vendor payments to empowering small business owners with accounting acuity and e-commerce excellence. As a small business ourselves, we intimately felt what other business owners were going through in early 2020, and we learned a lot from the Visa Small Business Hub too.

The campaign won the Gramercy Financial Strategy Awards Best Of Show