The sound of Visa will debut in its global advertising campaign ahead of the Olympic Winter Games PyeongChang 2018
Visa announced a suite of sensory branding that will support the 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 the payment solution provider.
“For 60 years, the brand has been a global symbol of innovation, speed, trust and security. 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 the payment system,” said Lynne Biggar, Chief Marketing and Communications Officer, Visa.
Research shows that the brand universally signifies trust, security and an understanding of available payment options. In a recent consumer study commissioned by the brand, up to 71% of respondents surveyed thought a website was secure when the brand logo was visible, yielding a higher likelihood to complete a transaction. In a digital world filled with connected wearable devices, the brand’s sensory branding elements are designed to evoke those same emotions, even in environments where the traditional brand 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 the brand and its ecosystem of partners, finding that:
- 83% said the sound or animation cues positively impacted their perception of the brand
- 81% said they would have a more positive perception of merchants who used either the sound or animation cues
- Less than a second in length, 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 consumers
The brand’s sensory branding will be available as a software development kit (SDK) on the company’s Developer Platform, and through the Visa Ready programme for deeper integration requirements, in 2018. The brand is also developing pilot programmes with a US national merchant and point-of-sale (POS) hardware vendors for 2018.