Affluent consumers have gone through a significant shift in mindset. They enjoy being in the know and are savvy and pragmatic about their choices of brands, products and purchases. To reach these consumers, AKQA created an SMS-based campaign with geo-targeted out-of-home media placements that prompted consumers to use their mobile to access premier Visa Signature benefits. In upscale grocery stores, we brought Sonoma County Vintner’s knowledge of wine pairings straight to consumer handhelds. Outside popular restaurants, patrons and passers-by could text in to hear ‘Savoury Sound Bites’ recordings from the chef. By letting consumers access information when and where it was most relevant, we allowed them to actually experience the Visa Signature product benefits.
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