Crowd sourcing the list: We asked cardholders to help compile the list by inviting them to vote within tinder-style tablet interstitials, and tech-enabled transit shelters. On radio, Morgan Freeman read the list as backdrop to their daily commute. Mass media featured #Infinite List, prompting cardholders to search & join the conversation.

Google, the campaign’s GPS: A robust search strategy captured the mass-media intrigue and navigated cardholders online.

Informed by cardholders and digital data, the 50 “Infinite List” experiences were revealed in Canada’s National newspaper. The List then lived across consecutive outdoor faces, contextually relevant magazines, digital videos and targeted social.

The Infinite List became the perfect marriage of Art & Science driving awareness. An in-depth target understanding, and an iterative approach ensured Infinite List relevancy. In a low engagement category, we gave meaning to the card already in their wallet.

Top 5 reasons we know it worked!

1. We inspired cardholders to participate: Generating Over 20,000 votes

2. We prompted people to ask, “What is the Infinite List?”: Over 340,000 Google Searches

3. Cardholders dug deeper: Traffic to the Visa Infinite brand site increased +32%

4. Prompted Card Registrations: +146%

5. Drove Benefit Usage: +78% Hotel Bookings, +84% Concierge Calls.