Singapore has a rapidly ageing population. Yet seniors are expected to keep up with much of the technology needed to do everything from banking to online shopping. The world has moved rapidly from ‘brick and mortar’ stores to a virtual online mall. The government was looking for solutions and asked Visa to sponsor an initiative that gives the 65+ crowd a formal education on everything from smart phones to how to start a social media channel.
Strategy
Visa needed to produce something that worked in a multi-cultural society. And the initiative was to be shown on government websites, movie theaters and on social media channels. The video needed to be able to fulfill the needs of various platforms while telling a coherent story. In one sense it needed to be quick (under 60 seconds) enough for social media audiences, while being ‘cinematic’ for theater audiences.
The strategy was to combine various scenarios where someone 65 years or older might have some confusion on how to use technology: buying an airplane ticket or buying new clothes online and paying with a Visa. The video would show the problem, then the solution all while appealing to the intended audience.
The Content
Visa needed to produce something that worked in a multi-cultural society. And the initiative was to be shown on government websites, movie theaters and on social media channels. The video needed to be able to fulfill the needs of various platforms while telling a coherent story. In one sense it needed to be quick (under 60 seconds) enough for social media audiences, while being ‘cinematic’ for theater audiences.
The strategy was to combine various scenarios where someone 65 years or older might have some confusion on how to use technology: buying an airplane ticket or buying new clothes online and paying with a Visa. The video would show the problem, then the solution all while appealing to the intended audience.
The Outcome
The video was seen across Singapore through YouTube campaigns targeted broadly at the island’s population garnering more than 50,000 views, the theater version played for the months while the campaign was active. Additionally, the Singapore government applauded Visa’s approach highlighting Singapore’s multiculturalism.
