Visa Promo, Case study GO ALONG by Lew'Lara\TBWA Sao Paulo

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Industry Banking, Credit Cards
Media Promo & PR, Case study
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Chief Creative Officer Jaques Lewkowicz
Released March 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: VISA
Product/Service: GO VISA CAMPAIGN
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: André Laurentino (Lew'Lara\TBWA)
Global Media Arts Director: Lee Clow (TBWA\Chiat\Day)
Global Creative Director: Rob Schwartz (TBWA\Chiat\Day)
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)
Operations Vice President: Marcio Oliveira (Lew'Lara\TBWA)
Account Director: Valentina Ursini (Lew'Lara\TBWA)
Media placement: Jersery - T-Shirt - 08 March 2009
Results and Effectiveness
‘Go Visa’ was everywhere in the country. It dominated the media environment. Ronaldo and Visa go were shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. ‘Go Visa’ was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world. Isn’t this a truly global launch?
Creative Execution
We had ‘Go Visa’ on every player’s chest that afternoon. We dominated the stadium. 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 enters 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.
Insights, Strategy & the Idea
We had to launch the new global Visa concept. It should be as local as possible, and yet truly global. Visa is a worldwide brand as much as a local one. How can you launch its tone of voice and be true to its ‘global’ essence. Just 3 days before launch we spotted an opportunity. Ronaldo, World Cup record striker, 2 Time Best World Soccer Player, was returning to Brazil. He’d wear a local jersey again after 15 years of playing abroad. What if Visa could own this moment?