GO FANS 2010 FIFA WORLD CUP by OMD New York, TBWA\Chiat\Day New York for Visa

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GO FANS 2010 FIFA WORLD CUP

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency OMD New York
Agency TBWA\Chiat\Day New York
Executive Creative Director Rob Schwartz
Released February 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: VISA
Product/Service: FIFA WORLD CUP
Date of First Appearance: Mar 1 2010
Entrant Company: OMD, New York, USA
Entry URL: http://www.youtube.com/visagofans
President, Integrated Accounts: Monica Karo (OMD)
Global Account Director: Wendy Aldrich (OMD)
Associate Director of Global Strategy: Rochelle Webb (OMD)
Search Director: Andrew Lin (OMD)
Search Supervisor: Taylor Hastings (OMD)
Global Planner: Lauren Stanet (OMD)
Global Planner: Jessica Claus (OMD)
President: Carisa Bianchi (TBWA)
Executive Creative Director: Rob Schwartz (TBWA)
Global Account Director: Nick Drake (TBWA)
Worldwide Planning Director: Dan Goldstein (TBWA)
Account Director: Keith Skelton (AKQA)
Senior Account Executive: Amanda Sims (AKQA)
Head of Global Sponsorship Marketing: Jennifer Bazante (Visa)
Head of Regional Marketing, Sub-Saharan Africa: James Clarke (Visa)
Business Leader - Global Sponsorships: Steve Coakley (Visa)
Media placement: Digital (9.8B Impressions) - YouTube, Fox Sports, ESPN, Yahoo, Google Content Network, Facebook, FIFA.com, Mi - 1 March 2010
Media placement: Digital (9.8B Impressions) - Local Market Sites, Search Engines - 1 March 2010
Media placement: TV (20K GRPs) - CNN Deportes, Fox Sports, TNT Home Theater, AXN: LOST, Flash Forward, A&E, NCIS: - 1 March 2010
Media placement: TV (20K GRPs) - Discovery People & Arts, Mercy, +Cine, Starter Wife, Living On The Edge, Man V. - 1 March 2010
Media placement: TV (20K GRPs) - Pop Sci: Time Warp, Pop Sci: Mega Engineering - 1 March 2010
Media placement: OOH (35K Units) - Times Square (NYC, U.S.), Cinema Spots, In-Store Placements, Malls, Stadiums - 1 March 2010
Media placement: Print (150 Insertions) - Magazine/Print, Including El Nacional, Al Dia, El Mercurio, La Tercera, La Repub - 1 March 2010
Media placement: Radio (200 Spots) - Loca Radio Stations: Universo - 31 May 2010
Media placement: Mobile (450,000 Downloads, 24 Million Page Views) - AP Mobile - 1 June 2010

Insights, Strategy & the Idea
VISA’s business objective was simply to shift share from cash and cement VISA as the preferred way to pay for all things football for all football fans. Football is in the consumer’s life all the time on some level, so VISA needed to embrace this passion and translate the consumer story for “Football Uninterrupted” by bringing together passion and action.

VISA focused on key markets that reached its broad target across three segments: the “Live” fan (i.e., Football fans -- 61% of the football Universe), the “Love” fan (i.e., Sports fans -- 67% of the football Universe), and the “Nourish” fan (i.e., FIFA World Cup fans -- 70% of the football Universe).

It allowed VISA to target adults 18+ that have a banking relationship and carry a VISA card in their wallet so they could influence behaviour by targeting cash and converting these transactions to VISA in football moments that mattered.

Creative Execution
The global idea was to make it possible for fans to express their true colours through VISA, the easier way to pay. The creative messaging united fans based on a common love for the game and passion for their teams. The message evolved as the tournament progressed, targeting fans of winning teams (“go country”), fans of teams knocked out of the tournament (“go football”) or neutral fans (“go fans”).

Traditional media platforms were utilized to elevate the “bigness” of the campaign and illustrate VISA’s association with a global event people were passionate about. The distribution of television, radio, print and outdoor was balanced with messaging of both equity and usage. VISA’s GO Fans platform took on a life of its own and was executed with a synergistic global look, tone and feel. Mass-reach vehicles were amplified by an innovative and interactive new media campaign spanning POS, online, cinema and mobile.

Results and Effectiveness

1) Made significant inroads with key merchants and issuer interest in the property, resulting in high activation numbers and long-term contracts. More than 74 merchants and 505 financial institutions in 76 markets activated a VISA program.

2) Strengthened key KPI’s. Drove incremental business through strong execution in host and core markets. Increased Brand Equity gap (aware vs. unaware) ranging from +14 to +4 and Claimed Usage (past 30 days) ranging from +5 to +11 over marketing activation time period.