Visa Promo, Case study GO WORLD, 2 by TBWA\Chiat\Day Los Angeles

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Industry Banking, Credit Cards, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Executive Creative Director Patrick Oneill
Art Director Scott Brown, Becca Morton, Clementer Bornacelli, Helena Skonieczny Tbwa\media Arts Lab
Copywriter Gage Clegg, Christine Call
Digital Creative Director Olivier Rabenschlag
Released November 2009

Credits & Description

Category: Financial Products & Services
Advertiser: VISA
Date of First Appearance: Jan 15 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Chief Creative Officer: Rob Schwartz (TBWA\Chiat\Day)
Executive Creative Director: Patrick O'Neill (TBWA\Chiat\Day)
Digital Creative Director: Olivier Rabenschlag (TBWA\Chiat\Day)
Associate Creative Director: Becca Morton/Gage Clegg (TBWA\Chiat\Day)
Art Director: Becca Morton/Scott Brown/Clementer Bornacelli (TBWA\Chiat\Day)
Copywriter: Gage Clegg/Christine Call (TBWA\Chiat\Day)
Executive Director of Integrated Production: Richard O'Neill (TBWA\Chiat\Day)
Producers: Rob Saxon/Jane Krull/Richard O'Neill (TBWA\Chiat\Day)
Art Director: Helena Skonieczny (TBWA\Chiat\Day)
Executive Art Producer (Stills): Karen Youngs (TBWA\Chiat\Day)
Account Management: Bill Brooks/Nicole Bray/Michelle Agnew/Courtney Miller-Jones (TBWA\Chiat\Day)
Business Affairs: Linda Daubson/Lisa Lipman/Jill Durand/Jerry Neill (TBWA\Chiat\Day)
Executive Producer/Head of Production/Producer: Kevin Batten/Angela De Oliveira/Camille Labouchere (Superfad)
Vice President/Creative Director/Producer: Mark Levy/Paul Pawlowski (NBC Olympics)
Owner/Composer: Jonathan Elias (Elias)
Editor/Director (Alexi Salamone 30, Alexi/Ryan/Angela Web Videos): Glenn Martin (Nomad/Untitiled)
Editor/Director (TV, Julia/Lindsey Web Videos): Charles Jensen (Superfad/Goon)
Editor/Executive Producer (TV): Dan Bootzin/Hunter Conner (Venice Beach Editorial)
President: Monica Karo (OMD)
Media Planner: Wendy Aldrich (OMD)
Media Planner: Amy Sokotch (OMD)
Media Planner: Scott Wensman (OMD)
Media Buyer: John Mattimor (OMD)
Executive Planning Director: Dan Goldstein (TBWA\Chiat\Day)
Media placement: TV Spots - Global Broadcast - 2 November 2009
Media placement: Digital - Microsite and Banners - 2 November 2009
Media placement: Print - Magazines - 2 November 2009
Media placement: OOH - NY, San Francisco, Vancouver, Moscow, Outdoor 3D Film Installation - 31 January 2010
Media placement: Social Media - U.S. Facebook, YouTube Channel - 2 November 2009
Media placement: Point of Sale - Vancouver Olympics Super Store - 1 December 2009
Media placement: Onsite Hospitality Suites - Vancouver Olympic Village - 12 February 2010
Results and Effectiveness
Visa was the most talked-about brand during the Olympics, consuming 55% of Olympic social media chatter. Digital content was shared socially 500,000+ times and our “go world” YouTube channel has 1MM+ views. In the US, Visa had three of the top ten most remembered and liked TV commercials during the Olympics (Source: IAG)– Visa’s Dan Jansen was ranked #1– Branding and messaging for “Go World” surpassed all benchmarks for all campaigns airing during the Olympic (Source: Ipsos) Outdoor in Vancouver, Moscow, San Francisco, and via a takeover of Grand Central Station in NYC, we utilised 3D technology to create a unique Olympic experience in unexpected places. Our promotion turned every Visa transaction into a chance to get closer to future Olympic action, with a chance to win Winter Olympic tickets for life. There were more than 446 press stories about the campaign, equaling over 67.8 million impressions.
Creative Execution
One powerful creative expression, “Go World” brought Olympics fans closer to the Games. The US produced 25 TVCs, some adapted for five additional key markets: Canada, Russia, China, Japan, S. Korea. As host country, Canada developed a slew of TV spots celebrating their athletes. We introduced a never-done-before promotion to win tickets to the Games for life. We brought athletes' stories directly to fans in a digital and social media approach, developing a microsite with offers and unique content, including widgets and athlete training videos. There was OOH in Vancouver, Moscow, San Francisco, and a full-takeover of NYC’s Grand Central Station with a media innovation enabling consumers to view TVCs live in 3D. We truly moved at the “speed of culture”, partnering with NBC to create congratulatory TV featuring actual footage from our athletes' races, airing same day, and provoking "how’d they do that?" social chatter and instant Twitter love.
Insights, Strategy & the Idea
Visa has been a proud sponsor of the Olympic games for over 20 years. Visa was competing with the action of the Olympics event for people’s attention. To be heard we needed to be a part of the event and the Olympic spirit. What if we could hold up a mirror to the action happening in the Olympics when it was happening? What if we could comment on live action? Congratulate successes? Stoke the Olympic spirit not interrupt it? Bringing people closer to arguably the greatest show of human endeavor. Only 0.02% of the world’s population ever goes to the Olympics. The rest of us watch it at home wishing we could be there. This understanding led everything we did around the Olympics to bring the Olympics to the world. Our idea of ‘bringing people closer’ helped to organise our activity and changed the way that Visa’s business behaved.