The integrated campaign is being run across Poland, the Czech Republic, Slovakia, Hungary, Romania, Latvia, Croatia, Lithuania and Morocco, and comprises direct mail, press and point-of-purchase material at local banks.
The campaign is being coordinated by Tequila/Network, which is charged with setting templates and approving local variations.
The activity hinges around a competition to win $1,000 when customers use or apply for their Visa card.
According to Glenn Cullen, director of Tequila/Network, Eastern Europe is one of the fastest growing but very challenging markets. "Many of these sectors are cash economies and not accustomed to the idea of debiting," he said.
All the BTL work - which includes radio in Hungary - follows the ATL branding devised by agency Saatchi & Saatchi.
Tequila/Network is also responsible for verifying and collecting all of the data generated by credit card applicants.
The new campaign follows previous European activity by Tequila/Network, which has helped Visa increase usage by 50 per cent year-on-year for the past three years.
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