“…final call for Ivan Eyedear, and Itza Goodwun…EuroAir Flight No. 6

From Mastercard to VISAis about to take off…”

INTERDIRECT NETWORK CASE STUDYBRUSSELS 25th September 2011

Chicken or Fish?Value Proposition Exploration

#1

OPEN THE DOOR TO MORE…

Open the door to……more EuroMiles, more frequently, more often…more exclusive benefits tailored to you…more ways of paying for the things you want…more possibilities, more ideas and more offers

Key Visual

#2

BLUE SKY THINKING

What would people think if... …we offered a better & faster way to earn more

EuroMiles, more often…we asked them to tell us what other benefits they

would like from us…we delivered a smoother, user-friendly payment

experience using the latest technology

“Ladies and Gentlemen, this is your Captain speaking...

…We are now flying at 35,000 Tweets”

How do we create more buzz to more people about the

EuroAir Visa Card?

So Who’s Myles Moore…• An eclectic, energetic, blog-journo who knows what’s

hot and what’s not across Europe• Posts questions, quick polls and quirky on-the-spot

video-blogs• He’s real; with his own Twitter and Facebook profiles• He’s a committed advocate for Visa’s payment technology

and latest innovations (product placement)

The Magnificent Myles Moore facebook fan page

• Up-to-date, relevant and exciting content • Editorial posts, seasonal and event-driven offers

• And, it’s gets better…

…every time they share, like, post or click through with us - they get Bonus EuroMiles

i.e. 1 mile per ‘like’3 miles for voting on hot topics5 miles per click through to flights offer page

Cross-check for take-off…our Activation Idea

Myles Moore Challenging…

Myles Moore Challenging…

Each month…•we take one EuroAir destination•we select 5 EuroAir Facebook fans through a lucky draw•we give each a EuroAir Visa Credit Card loaded with 500 Euros•and we get them to try and win a 20,000 EuroMiles prize by buying things on our Card, and then answering text clues sent from Myles Moore himself.

How it works

•They are given an information pack, a EuroAir Visa Credit Card and a EuroAir flight to book•On arrival, they are asked to make their first purchase on the Card which releases the first clue in the form of a text alert

How it works

• They get help and support from their 50 supporters by tweeting and updating their status on Facebook

• This continues until they get the final clue • The winner is the one who solves the challenge first • They are greeted by Myles Moore himself which is captured

on film and immediately broadcasted on Facebook!

SURPRISE!

“Thank you for flying the new EuroAir Visa Credit Card.

We hope you had a pleasant flight of the imagination.

The EuroAir flight 6 team”