See, Hear and Feel the Evolution of Visa Through Sensory Branding
07 December 2017 - 11:00PM
Business Wire
The all-new sound of Visa will debut in Visa’s
global advertising campaign celebrating the Olympic Winter Games
PyeongChang 2018
Visa (NYSE: V) today announced a suite of sensory branding that
will support the Visa brand in an expanded universe of connected,
payment-enabled devices. These new sound, animation
and haptic (vibration) cues will help signify completed
transactions in digital and physical retail environments when you
pay with Visa. The sound of Visa will debut in Visa’s global
advertising campaign ahead of the Olympic Winter Games PyeongChang
2018.
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Visa debuts suite of sensory branding
elements - sound, animation and haptic - to signify completed
transactions in digital and physical retail environments. (Photo:
Business Wire)
“For 60 years, the Visa brand has been a global symbol of
innovation, speed, trust and security,” said Lynne Biggar, chief
marketing and communications officer, Visa. “As payments become
increasingly embedded in commerce, the notion of ‘Everywhere You
Want To Be’ takes on even greater meaning for our brand. As new
payment experiences continue to take shape in the world, this suite
of sensory branding elements will give consumers the assurances we
know they want every time they use Visa.”
Research shows that the Visa brand universally signifies trust,
security and an understanding of available payment options. In a
recent consumer study commissioned by Visa, up to 71 percent of
respondents surveyed thought a website was secure when the Visa
logo was visible, yielding a higher likelihood to complete a
transaction1. In a digital world filled with connected wearable
devices, Visa’s sensory branding elements are designed to evoke
those same emotions, even in environments where the traditional
Visa logo is not visible.
The Value of Sensory Branding
Extensive consumer research was conducted in eight countries to
identify the impact of sensory branding on perceptions of both Visa
and its ecosystem of partners, finding that:
- 83 percent 2 said the sound or
animation cues positively impacted their perception of the Visa
brand
- 81 percent 2 said they would have a
more positive perception of merchants who used either the sound or
animation cues
- Less than a second in length2, the
sound of Visa was found to signal speed and convenience
- The effectiveness of haptic technology
in advertising has been shown to incite feelings of “happiness” and
“excitement” during exposure among consumers1
Visa’s sensory branding will be available as a software
development kit (SDK) on the Visa Developer Platform, and through
the Visa Ready program for deeper integration requirements, in
2018. Visa is also developing pilot programs with a national
merchant and point-of-sale (POS) hardware vendors for 2018.
About Visa Inc.
Visa Inc. (NYSE: V) is the world’s leader in digital payments.
Our mission is to connect the world through the most innovative,
reliable and secure payment network - enabling individuals,
businesses and economies to thrive. Our advanced global processing
network, VisaNet, provides secure and reliable payments around the
world, and is capable of handling more than 65,000 transaction
messages a second. The company’s relentless focus on innovation is
a catalyst for the rapid growth of connected commerce on any
device, and a driving force behind the dream of a cashless future
for everyone, everywhere. As the world moves from analog to
digital, Visa is applying our brand, products, people, network and
scale to reshape the future of commerce. For more information,
visit usa.visa.com/aboutvisa,
visacorporate.tumblr.com and @VisaNews.
1 Visa Inc. 2016
2 IPG Lab 2017
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version on businesswire.com: http://www.businesswire.com/news/home/20171207005301/en/
Visa Inc.Sheerin Salimishesalim@visa.com
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