Visa launches new campaign to promote Visa Fast Pass, an exclusive benefit for Visa Infinite cardholders that offers priority boarding at Guarulhos airports, in São Paulo; and Galeão, in Rio de Janeiro. The service offers a more agile experience, eliminating queues before security and x-ray, ensuring comfort and speed for travelers. It was created by VTEAM, a hub dedicated to Visa formed by VML Brasil and Fbiz.
The campaign, 100% digital, features a video in which the actors, each at the airport of their city of residence, highlight local cultural differences. A little kiss or two? Pizza with or without ketchup? Biscuit or cookie? At an agile pace, one complements the other – and they end up agreeing that, in common, there is the ease of Visa Fast Pass.
“We wanted to create a fun and engaging campaign that authentically connects with young audiences on TikTok. Playing with the differences between Rio de Janeiro and São Paulo was the perfect way to show that, regardless of lifestyle, the Visa Fast Pass makes the journey easier for any traveler”, explains Carla Mita, Vice President of Marketing at Visa Brasil.
“The interaction between Bruno and Fepa Lem brought lightness and authenticity, reinforcing the brand’s message that the benefit transcends any regional differences. Furthermore, we thought of a dynamic that would also provide a good experience using an interactive format on TikTok”, comments Gabriel Sotero, Executive Creative Director at VML Brasil.
The campaign’s focus is on digital interaction, including the use of the TikTok Select format, which allows people to choose between different narrative paths.
