Visa's "Lunch" Ad - The Benefits of Speed
Visa asks: "what’s the worst thing about waiting in line? For many Americans, it is other customers who hold up lines by digging for change, paying with large bills or writing checks." According to a new Visa survey conducted with 1,000 adults standing in lines throughout New York City, most consumers would actually prefer to clean their bathroom (42 percent), sit in traffic (20 percent) or go to the dentist (18 percent) rather than stand in line.
For those who find standing in line frustrating and make an effort to avoid lines when possible, Visa USA’s latest television commercial, titled “Lunch,” provides an ideal scenario: consumers smoothly and quickly moving through a busy deli at lunchtime. The new commercial, which will run through January 2007, emphasizes the efficiency and speed of making everyday purchases with a Visa check card over cash or checks. The spot features choreography created by Mia Michaels, an accomplished choreographer and judge on the FOX show, “So You Think You Can Dance.”“Our goal was to create a highly visual and creative commercial that brings to life the speed, efficiency and convenience of Visa. This new spot illustrates how Visa streamlines checkout for both merchants and customers, especially for small ticket purchases less than $25,” said Kevin Burke, senior vice president, advertising, brand and web, Visa USA.
Visa’s No Signature Required program helps to expedite the purchase process by waiving the signature requirement for qualifying transactions less than $25 across 17 merchant categories, which include quick service restaurants, taxis, movie theaters and drug stores/pharmacies, among others. Visa estimates indicate that by the end of 2006 as many as 27 percent of all Visa transactions may qualify for Visa's No Signature Required program.
The Visa survey underscored Americans’ frustrations with standing in lines and their desire to make purchases quickly and easily. The majority of respondents cited payment cards as their top choice for “fastest payment method” and, when asked what they would change about waiting in line, said they would add more checkout lines (56 percent), create a payment card only line (14 percent) and order or purchase in advance (14 percent).
Recognizing that standing in line is often necessary to get what they want or need, many have found other ways to pass the time. Survey respondents reported that while in line they have:
And, when the frustration gets to be too much, 32 percent have left without purchasing anything and 31 percent have complained to the manager, staff or other customers.
- Amused themselves by people watching (45 percent)
- Read or listened to music (44 percent)
- Made a phone call or sent a text message (42 percent)
- Made new friends in line (29 percent)
- Added more items to their shopping cart (24 percent)
- Made a date with another person in line (19 percent)
Part of Visa’s ongoing “Life Takes Visa” campaign, the “Lunch” national television spot opens with an illustration of efficiency: a busy deli with staff and customers in a series of swift, synchronized movements to the rhythm of “Powerhouse,” composed by Raymond Scott. Customers move throughout the deli line, placing orders that are delivered in perfect timing. They check out quickly and easily, swiping their Visa check cards and moving on without having to sign. When one customer reaches into his wallet to pay for his lunch with cash, the entire line grinds to a halt, food is dropped and customers collide. It is only after he receives his change and moves on that the deli returns to its perfectly orchestrated rhythm. To view the spot, please visit www.visa.com/advertising.
“Lunch” will also be supported by out-of-home advertising starting in December and January in 11 markets including New York, San Francisco, Chicago, Charlotte and Boston. The out-of-home ads reinforce additional benefits of the Visa check card, such as security and convenience. The ads will appear on traditional billboards, bus sides and shelters, coffee sleeves, phone kiosks, and window clings at convenience stories.
About the Visa ‘Waiting in Line’ Survey
Survey findings are based on 1,000 street intercept surveys of consumers waiting in lines in New York City. The survey was conducted by New York-based Surveys Unlimited, Inc. from October 27 – November 2, 2006. Survey respondents were required to own and regularly use a credit, debit, or prepaid payment card. Survey results have a margin of error due to sampling of no more than plus or minus 3.5 percentage points at the 95 percent confidence level.
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