Visa taps into Koffee With Karan to reach premium audiences
Consumers today are getting increasingly comfortable with adopting new ways to go cashless. Visa is spearheading the change by nurturing these positive sentiments towards digital payments. The brand has been focussing on everyday moments where cash usage is a pain point to show how fast, secure and convenient it is to pay with Visa.
To maximise visibility for its campaign urging consumers to go cashless and use VISA for a hassle-free experience, the brand partnered with Disney+ Hotstar. The OTT platform suggested ad placement for the 20-second video creative during the show breaks of Koffee With Karan Season 7.
The Strategy And Execution
Koffee With Karan was a perfect fit as it is popular among young, urban, and digital-first premium audiences who are most likely to use Visa cards. The video creative’s storytelling was fitting and relevant as these audiences love to speed good things along.
One of the video creatives depicts two people entering a coffee shop at the same time. One quickly makes his way to the shorter queue, feeling victorious, while the other joins the long waiting line to place his order. The man in the shorter queue is happy about his position, but his win is short-lived as he watches the other line zoom by quickly. He is baffled, realising that they are all paying for their orders by tapping their Visa cards. The man from the longer line is able to get his coffee and exit the cafe before the man in the shorter line can even place his order!
With this ad placement, Disney+ Hotstar helped Visa to strengthen its position as ‘A network that’s fast, secure and convenient’. The efforts aided the brand in reaching relevant premium audiences with ease.
Client Speak
Results
Partnering with Koffee With Karan led Visa to enjoy higher-than-average results across key brand metrics. Associating with such a high-impact property on Disney+ Hotstar helped the brand achieve a significantly higher uplift in aided awareness and purchase intent.
