VISA Campaign In A Crowded Market

In 2004, Vojvodjanska banka, one of the leading banks on the market, decided to introduce a VISA credit card. The agency came up with a creative strategy, which positioned the card as a Mighty Babe - the best friend to take out when you go shopping for, well, anything. The five separate arguments of the card's benefits were presented through five different newspapers/magazine ads. These were run along with a TV commercial. Success was instant and long-lasting, and the "mighty babe" term entered the everyday slang.