In order to drive holiday sales for the popular Vanilla Visa cards we created an integrated campaign that included the production of two TV spots, radio, and various digital components. The result was a record year of gift card sales, brand awareness, and social interaction.
The idea was to position the Vanilla Card as the perfect gift for the holidays. We took 12 characters and we asked them a variety of questions about the worst gifts they’ve received for the holidays. We focused on the storylines that were unique and would resonate with the audience by taking completely unscripted responses and directing the on-camera talent to tell us more. In the end we had over 6 hours of footage that enabled us to string together short clips and create multiple versions of the spot. We also leveraged the out-takes on the site for further engagement.
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