As a customer service consultant I wonder where they are going with this tag line as it extends beyond the brand promise delivery. They certainly do not seem concerned with issue like customer loyalty, retention and support. Your statement concerning the lack of call to action is another key point and all these issues together spell trouble for visa.

Viral or WOM marketing requires a high level of customer loyalty in order to be effective. Loyalty is built on trust and with this new campaign they maybe building fuzzies, but the issue of earning customer trust is another issue. Viral programs to be successful require a customer centric approach.