2. “…final call for Ivan Eyedear, and Itza Goodwun… EuroAir Flight No. 6 From Mastercard to VISA is about to take off…” INTERDIRECT NETWORK CASE STUDY BRUSSELS 25 th September 2011

3. Chicken or Fish? Value Proposition Exploration

4. #1

5. OPEN THE DOOR TO MORE…

6. Open the door to… …more EuroMiles, more frequently, more often …more exclusive benefits tailored to you …more ways of paying for the things you want …more possibilities, more ideas and more offers

9. Key Visual

10. #2

11. BLUE SKY THINKING

12. What would people think if... …we offered a better & faster way to earn more EuroMiles, more often …we asked them to tell us what other benefits they would like from us …we delivered a smoother, user-friendly payment experience using the latest technology

15. “Ladies and Gentlemen, this is your Captain speaking... …We are now flying at 35,000 Tweets”

16. How do we create more buzz to more people about the EuroAir Visa Card?

18. So Who’s Myles Moore… An eclectic, energetic, blog-journo who knows what’s hot and what’s not across Europe Posts questions, quick polls and quirky on-the-spot video-blogs He’s real; with his own Twitter and Facebook profiles He’s a committed advocate for Visa’s payment technology and latest innovations (product placement)

19. The Magnificent Myles Moore facebook fan page Up-to-date, relevant and exciting content Editorial posts, seasonal and event-driven offers And, it’s gets better…

20. …every time they share, like, post or click through with us - they get Bonus EuroMiles i.e. 1 mile per ‘like’ 3 miles for voting on hot topics 5 miles per click through to flights offer page

21. Cross-check for take-off… our Activation Idea

22. Myles Moore Challenging…

23. Each month… we take one EuroAir destination we select 5 EuroAir Facebook fans through a lucky draw we give each a EuroAir Visa Credit Card loaded with 500 Euros and we get them to try and win a 20,000 EuroMiles prize by buying things on our Card, and then answering text clues sent from Myles Moore himself.

24. How it works They are given an information pack, a EuroAir Visa Credit Card and a EuroAir flight to book On arrival, they are asked to make their first purchase on the Card which releases the first clue in the form of a text alert

25. How it works They get help and support from their 50 supporters by tweeting and updating their status on Facebook This continues until they get the final clue The winner is the one who solves the challenge first They are greeted by Myles Moore himself which is captured on film and immediately broadcasted on Facebook! SURPRISE!

26. “Thank you for flying the new EuroAir Visa Credit Card. We hope you had a pleasant flight of the imagination. The EuroAir flight 6 team”