Develop creative to test advertising to drive awareness and sales of reloadable prepaid debit cards among underserved consumers; highlight the Wal-Mart reloadable prepaid debit card. Visa wanted to stay ahead of the market and demonstrate leadership in the underserved market. Accelerate volume growth and acquisition of the card among consumers. Position Visa to make it the most preferred and used currency, the safest most secure way to pay; open new segments and occasions of use; make Visa indispensable.

A :60 entitled “Game Day” was created to highlight the extensive features and benefits of the card; the target audience was unfamiliar with the card's uses and the :60 allowed us to show all the card's benefits in the context of actual usage examples. "Game Day" employs an "evangelist" to describe benefits: convenience, access, safety and financial control. It was essential that the copy support Visa brand equity and use the Visa tagline, “Life Takes Visa.” It was important that the copy did not talk down to this less affluent consumer, but rather communicated optimism and freedom associated with card ownership.

“Game Day” increased awareness and drove inquiries and retail sales for this innovative category and product. Wal-Mart stores saw the weekly CSPS (cards per store) peak at 10.7 which was nearly double the 5.7 from the pre-campaign period. Overall, in DRTV test markets, all retail stores combined saw an average 41% lift in sales.