Visa’s Urban Survivalist campaign is a lesson in entertaining your audience
With the line between advertising and entertainment drawing ever closer, Visa’s latest creative work featuring Ronny Chieng is a prime example of doing things right, argues The Content Division’s Brittanie Dreghorn.
There’s nothing new about the benefits of entertaining your audience. In fact, brands have relied on it since the beginning of media, when advertisements were slotted in between entertaining TV, radio and print articles.
This model has been pretty solid throughout the past century. Mostly because media were good at entertaining, and brands were terrible at it. They just couldn’t help getting their filthy mitts on to the content – video, audio or print – and slamming their brand’s message down the audience’s throats.
But brands are learning, especially now that they have easy access to huge online audiences at any time of the day. In 2018 Aussies spent an average of five hours and 34 minutes on the internet every day, one hour and 39 minutes of that on social media. So for brands willing to entertain first, sell second, there’s some epic value screen time right there.
Hmmm. Judging the success of a campaign before it runs?? I want one of those clients.
Just over 1000 YouTube views on the first video. ROI must be incredible
This is terrible, nay woeful. Bad acting, bad script and yes humour in ‘a very Australian way’ aka not funny at all.
They showed all 3 episodes before a movie last night at Hoyts. 12 minutes of this.
It was absolutely cringe-worthy and insufferable for at least 11 of those minutes.
I wanted to write a complaint on the youtube link but they have disabled comments for obvious reason.
I can’t believe how much of a waste of money this would have been.
It makes me want to cut up my visa card.