SITUATION
In 2025, Visa became the exclusive payment cards partner of DSK Bank as part of a new strategic collaboration. It envisaged a gradual replacement of all cards issued by DSK Bank with Visa cards, ensuring at the same time a smooth transition and seamless service for customers. The partnership also provided attractive opportunities for the bank’s clients, as well as benefits based on Visa’s leading technologies, security, and expertise.
The communication challenge was to support the smooth transition by providing clear information to customers and explaining the phased replacement process, as well as the specific benefits of the partnership.
GOALS
- Announce of the strategic partnership between Visa and DSK Bank.
• Present of the new card design and the technological advantages of Visa cards
• Emphasize on customer benefits
• Inform and explain the phased replacement process in a user-friendly manner.
TARGET AUDIENCES
- National and business media
• DSK Bank customers
• Financial and fintech community
• Partners and business organizations
• General public
STRATEGY
- Organize a memorable event that highlights Visa’s technological leadership and DSK Bank’s modern approach
• Combine the corporate communication with a technological experience through the integration of innovative visual technologies
• Focus on the scale of the partnership by providing clearly structured content
• Highlight the specific customer benefits – security, modern technologies, and improved customer experience
TACTICS
Media event – organized as a technological experience
- Technological visual storytelling:
o Laser show to unvei the new card design
o Video demonstration of the security and benefits of payment technologies
- Involvement of Visa and DSK Bank senior management as speakers:
o Presentation of the strategic and business dimensions of the partnership
o Focus on customer benefits
o Explanation of the card replacement process
- Branding:
o Branded photo wall
o Placement of branded elements at the entrance and in the venue
o Thematic catering design in the corporate colors of Visa and DSK Bank
o Guest gifts with branded elements
- Audience engagement:
o Festive closing with a toast by the speakers
o Networking after the official program
Media and digital communication
- Sending branded e-invitations to journalists
• Securing media attendance from leading business and mass media
• Distribution of a press release and infographic with the key elements of the partnership
• Dissemination of information through Visa’s and DSK Bank’s digital channels
RESULTS
- Wide coverage in key national media – reached daily audience of over 800,000
• Successful delivery of the campaign’s key messages:
o 100% presence of Visa’s key messages in media coverage
o 100% brand visibility
o 100% inclusion of CEOс quotes
- High interest from national media – attendance of 16 journalists
• Creation of a strong technological experience
• Clear communication of customer benefits
• Successful positioning of Visa as the exclusive card partner of DSK Bank
Media center
