Targeting prestige-conscious, upwardly-mobile young men, each ad in this Visa Black Card campaign depicts an active, upscale lifestyle event made possible by the card’s exclusive concierge service. Despite its highly branded look, the campaign hits all the right notes for successful direct response. This “branded response” approach allowed the advertiser to both build awareness while obtaining new card applications on a risk-free, cost-per-action (CPA) basis.
