In a move that dramatically underscores Visa’s commitment to mainstream the debit category and to accelerate its growth, Visa U.S.A., for the first time, place advertising for its check card during the Super Bowl, the most highly-visible television spot of the year, with an estimated viewing audience of 138 million.
The 60-second commercial, featuring former GOP presidential candidate Bob Dole, demonstrates Visa’s heightened commitment to further build awareness of the Visa check card, which has grown dramatically over the last five years and emerged as one of the fastest-growing consumer payment methods. The Bob Dole ad aired during the second quarter of the Super Bowl.
“We’re at a point in the evolution of the check card category when consumer education is critical,”said Michael Beindorff, Visa U.S.A.’s executive vice president of marketing and product management. “Consumer use of Visa check card is growing rapidly, and as market leader, we consider it our responsibility to support our more than 3,700 issuing financial institutions with a focused, national advertising camptaign that educates and raises awareness of the product and its benefits.”
According to Visa U.S.A. statistics, consumers conducted more than one billion check card transactions in 1996 – a 40 percent increase over last year and an almost 800 percent increase since 1991. There are currently more than 44 million Visa check cards in circulation in the United States.
Visa’s latest ad is the third in a series of check card advertisements featuring celebrities, including football star Deion Sanders and cartoon favorite Daffy Duck, trying to make purchases using conventional checks. The celebrities, who are recognized by clearks but still asked to show numerous forms of identification, learn the hard way that using chekcs is a time consuming and frustrating process. All three ads were created by BBDO, New York.
Visa is the world’s largest consumer payment system. It play a pivotal role in advancing new payment products and technologies to benefit its 20,000 member institutions, their cardholders and the global economy. Visa’s 510 million cards are acce pted at 13 million locations worldwide. The Visa Global ATM Netword consists of more than 319,000 ATMs in 109 countries. For more information on Visa, visit Visa Expo at http://www.visa.com.