Visa Checkout, the online payments service for eCommerce retailers, debuted in the USA in 2014, but in 2017 it was the turn of the UK. Visa tasked bbd. with implementing the entire launch via a lead generation campaign that could gain critical mass among key decision makers fast. This would also require creating all campaign assets from scratch around a clear, compelling message.
bbd. delivered ‘This Changes Everything’, a targeted, persona-led, lead generation campaign to target senior decision makers in 109 landmark merchant accounts. The campaign generated 221 leads, with engagement from 71 of the 82 target accounts. Ultimately, 31% of the target merchants implemented VCO, including Domino’s, lastminute.com, Marriott and Emirates.
The campaign was also shortlisted for Best New Product Launch in 2018 The Drum B2B Awards.