Visa:
Smallenfreuden
Ask
Get Canadians to use their Visa cards for small everyday purchases under $100.
Answer
Research shows that if you name a behaviour, there’s a better chance people will do it. So, we created a brand new word to describe making small purchases with your Visa card: “Smallenfreuden,” or “the joy of small.”
We introduced Smallenfreuden with teaser out-of-home billboards and online ads to create intrigue around what, exactly, Smallenfreuden could mean. Then came a series of social media blasts and promotional hooks in partnership with the NHL designed to incentivize Canadians from coast-to-coast to adopt this new behaviour and #smallenfreuden like nobody’s watching.
Agency
Name: Proximity Canada
Copywriter: Adam Kolubinski
Art Director: Eric Cicero
Creative Director: Joshua Stein
Awards
