GO EVERYWHERE for Visa

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GO EVERYWHERE

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Industry Credit Cards
Media Promo & PR, Case study
Market Brazil
Released July 2012

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: VISA
Product/Service: CREDIT CARD
Chief Executive Officer: Jaques Lewkowicz (Lew´Lara\TBWA)
Creative Vice President: Andre Laurentino (Lew´Lara\TBWA)
Media Vice President: Luiz Ritton (Lew´Lara\TBWA)
Media Director: Fabio Urbanas (Lew´Lara\TBWA)
Media Manager: Cecilia Araujo (Lew´Lara\TBWA)
Media Supervisor: João Prospero (Lew´Lara\TBWA)
Operation Vice President: Marcio Oliveira (Lew´Lara\TBWA)
Account Director: Valentina Ursini (Lew´Lara\TBWA)
Account Manager: Rodrigo Bocchichio (Lew´Lara\TBWA)
Global Media Arts Director: Lee Clow (TBWA Chiat Day)
Global Creative Director: Rob Schwartz (TBWA Chiat Day)
Media placement: Corinthian Jeasey - T-Shirt - 08 March 2009

Summary of the Campaign
We had to launch the new global Visa concept. It had to be as local as possible, and yet truly global. Just 3 days before the launch we spotted an opportunity. Ronaldo, the World Cup record striker, two times Best Soccer Player in the World, was returning to Brazil. He’d wear a local jersey again after 15 years of playing abroad. What if Visa could own this moment? During the interval between halves, we ran a teaser TV ad about the meaning of “go” and what Visa had to do with it. In mid-second half, Ronaldo enters the field. We made his debut our debut. At the end of the match, we had gained 90 minutes of brand exposure. At the very last second of the match, he scored a goal saving his team. We became news, and a local Visa effort became global again “Visa go” was everywhere in the country. Ronaldo and Visa go was shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. “Visa go” was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world making it a truly global launch.

The Goal
To launch the new global Visa concept as locally as possible and to also make it so big that it becomes global again.

Results
“Visa go” was everywhere in the country. It dominated the media environment. Ronaldo and Visa go was shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. “Visa go” was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world making it a truly global launch.

Execution
During the interval between halves, we ran a teaser TV ad about the meaning of “go” what Visa had to do with it. In mid-second half, Ronaldo entered the field. We made his debut our debut. At the end of the match, we had gained 90 minutes of brand exposure. The mission seemed to be accomplished. But, it’s Ronaldo, and you never know. At literally the very last second of the match, he scored a goal saving his team. Our move grew even bigger. We became news, and a local Visa effort became global again, just like Visa.

The Situation
We had to launch the new global Visa concept. It had to be as local as possible, and yet truly global. Visa is a worldwide brand as much as a local one. How can you launch it’s tone of voice and be true to its “global” essence.

The Strategy
Just 3 days before the launch we spotted an opportunity. Ronaldo, the World Cup record striker, two times Best Soccer Player in the World, was returning to Brazil. He’d wear a local jersey again after 15 years of playing abroad. What if Visa could own this moment? We had “Visa go” on every player’s chest that afternoon. We dominated the stadium.