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Visa: SureThings Countdown

To promote the security and portabilty of a Visa, Saatchi & Saatchi, London has sent its latest campaign effort on the road with a pair of young hosts who point out the sure things on the streets of London.

The three t

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To promote the security and portabilty of a Visa, Saatchi & Saatchi, London has sent its latest campaign effort on the road with a pair of young hosts who point out the sure things on the streets of London.

The three trips posted to the site so far show the best places to go on a date, for coffee, or cheap eats around the city, narrated by hosts Ben and SJ. As the locales (which all, of course, take Visa) change, a Google Maps hybrid of the city follows along.

But that's not all--the card company has partnered with shopcasting service ThisNext to use its recommendation engine to port content into the videos. So, site visitors will be served content from retailers approved and endorsed by the ThisNext community that coincides with the video they are watching.

"The products are placed into the videos dynamically, all based upon two important filters: the rating and viewing system in the site, and if they can be purchased online with a Visa card," says Tom Eslinger, Saatchi's worldwide interactive creative director. "The products are then dynamically fed into the videos, which pick up the product and link from a database which is constantly being updated. Optimisation is based on how popular the products are from recommendations, views and ratings - all part of how social shopping and the flow concept fit together."

Strategically, the goal is to make matches between the entertainment content and the potential purchases, all endorsed by and exclusive to Visa, its "SureThings." "The mini program brings the shopping and products into 'the real world,'" Eslinger says. "both the programme locations and stores and the products in the countdown are all based on popular recommendations. Visa‪s website carries a live feed of the top recommendations from ThisNext which are inserted dynamically into banners and the mini programs."
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About

Credits
Date
Jan 28, 2009
Client:
Visa
Agency:
Saatchi & Saatchi London
Interactive Creative Director:
Tom Eslinger
Creative Partner:
Kate Stanners
Creative Partner:
Paul Silburn
Creative:
Simon Cheshire
Creative:
Tristan Fitzgerald
Creative:
Ilana Einfeld
Creative:
Sarah Sturgess
Producer/Project Manager:
Joe Bagnall
Producer/Project Manager:
Zulfah Fredricks
Producer/Project Manager:
Luke Plaister
Producer/Project Manager:
Esther Cunliffe
Producer/Project Manager:
Nicola Applegate
Production Company:
Irresistible Films
Director:
Jonny Grant
Digital Producer/Programmer:
Steve Langley
Digital Producer/Programmer:
Justin Pilditch
Digital Producer/Programmer:
Chris Walker
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