Category: Best Use of Integrated Media
Product/Service: VISA OLYMPICS SPONSORSHIP
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: OMD , New York, USA
Associate Director of Strategy: Amy Sokotch (OMD)
Digital Group Director: Scott Wensman (OMD)
Group Director National TV: John Mattimore (OMD)
Global Account Director: Wendy Aldrich (OMD)
Digital Supervisor: David Garcia (OMD)
Executive Creative Director: Patrick O'Neil (TBWA\Chiat\Day)
Managing Director: Bill Brooks (TBWA\Chiat\Day)
Management Supervisor: Nicole Bray (TBWA\Chiat\Day)
Associate Creative Director: Gage Clegg (TBWA\Chiat\Day)
Associate Creative Director: Becca Morton (TBWA\Chiat\Day)
Account Director: Keith Skelton (AKQA)
Media placement: TV - NBC, ABC, Fox And Cable - 01/11/2009
Media placement: Digital - Facebook, YouTube, Yahoo, ESPN, NBC - 01/11/2009
Media placement: Out Of Home - New York City (Grand Central Station) And San Francisco (Bus Shelters & News Sta - 01/02/2010
Results and Effectiveness
Our campaign generated strong buzz and recall, drivers of brand equity (key performance indicator).
• Visa generated the largest boost in pre-Olympic buzz of any sponsor (+55% week prior to games).
• The media community deemed the campaign best in class. Go World received a “gold medal” from the New York Times, and was called a “game changer” by Sports Business Daily.
• Visa’s core ads outperformed Olympic norms by 45% on brand recall
• Visa ranked #1 most likeable ad from the games
This proves a successful connection with fans to build brand equity (preference) and drive Visa transactions.
We built awareness of the “Go World” campaign with television. Ads that would resonate most strongly with fans to maximise recall were used. We executed “real time” congratulatory ads that ran immediately following various athletes’ wins, requiring the network to insert footage from the winning performance that day and run the correct ad. This prompted viewers to ask (and Tweet), “How did Visa do that?”
Digital was leveraged heavily to further drive awareness and social discussion. We developed a YouTube channel to house an extensive array of content; a Facebook fan page connected fans and engaged them about their Olympics passion.
We also employed outdoor to spark more buzz. In New York’s Grand Central Station, we ran the first-ever 3D video campaign, immersing fans in an innovative “Go World” brand experience, using first-of-its-kind 3D digital video screens.
The channels worked together, connecting with fans before and during the games.
Insights, Strategy & the Idea
We had the challenge of leveraging Visa’s Olympics sponsorship to build brand equity and drive transactions among Visa cardholders. From years of Olympics activation, we knew that Visa consumers are fans of the Olympics, and that the essence of the Olympics emanates from the Athletes and their stories.
We sought to connect with our audience by fuelling their interest in the athletes, building upon the “Go World” campaign platform from the 2008 Summer Olympics.
But we didn’t stop there; we had the added challenge to get more from the sponsorship than ever before through innovation and strategy. This led to the promotional idea of “use your Visa and you could win a trip to the winter games for life”, tapping into the emotion of Go World, while delivering a highly motivating, transaction-driving message. Additionally, we engaged our audience via social media and never-been-done television and OOH tactics.
The Promo / PR Ad titled GO WORLD was done by OMD advertising agency for product: Visa Olympic Sponsorship (brand: Visa) in United States. It was released in the Oct 2009.