VISA + NEAT
CUTTING THROUGH THE CLUTTER
Offering a borderless payment experience designed around the needs of entrepreneurs today, fintech company Neat engaged BBC StoryWorks with a very clear objective: Raise awareness and consideration of the new Visa + Neat corporate cards, targeting SMEs in Hong Kong.
RIGHT PLACE, RIGHT TIME
As a trusted news source, the BBC enjoyed greater favourability during the pandemic. Compared to pre-Covid times, ad recall, brand awareness and sentiment all increased. This, along with BBC News being recognised as the #1 international news publisher in Hong Kong, made BBC.com the ideal platform for Visa + Neat to create awareness and build confidence.
AN ENGAGING CAMPAIGN
Entrepreneurs are keen to read about business success, particularly from experts and SMEs in their home market. Four branded content articles were created, featuring the benefits of Visa + Neat accounts and cards, as well as topics related to running a business, especially in Hong Kong.
MAKING THE NUMBERS
This campaign ran for less than two months in the early days of the pandemic; however, despite all the uncertainty, the results were very positive.
A total of 14,539 total page views were recorded, along with an average dwell time of 190.8 seconds per article. The top performing article by far was “A Neat Fintech”.
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