Visa kicks off marketing campaign for Fifa World Cup

MUMBAI: Credit card major Visa, the preferred card of the 2010 Fifa World Cup, has announced an extension of its first-ever global Fifa-themed marketing campaign - Go Fans.

The global campaign, which originally debuted in Latin America in 2009, includes television, print and out-of-home advertisements, usage promotions, experiential offers for cardholders and merchant discounts.
Go Fans was developed to connect with football fans worldwide to drive preference for and usage of Visa products, promote Visa‘s association with the 2010 Fifa World Cup South Africa and reinforce the ways in which Visa enhances the fan‘s Fifa World Cup experience. Today, 78 markets throughout the world are activating Visa Fifa-themed marketing programmes with over 200 clients.

Utilising the flexibility of the ‘More people go with Visa‘ campaign, advertising creative from the Go Fans campaign will be customised and will appear in 30 markets around the world to strengthen the campaign‘s relevance in those regions. In addition to Go Fans, customised advertising extensions of the campaign will utilise Go Football and Go [Country] (e.g. Go Brazil) taglines.
Visa CMO Antonio Lucio says, "Football fans are unlike any other sports fans in the world. We‘ve created a campaign that captures these fans‘ inspirational passion for the game, taps into their nationalistic pride and reminds them how Visa can help enhance their experience."

The Go Fans campaign celebrates the common love that all fans have for football and creative executions featuring the colours of the national flags of each of the 32 qualifying countries. The campaign reinforces the ways that Visa enables fans to express their true colours in support of their teams by offering an easier way to pay, their Visa card.
Television Advertising and Customisation:
Localised versions of Visa‘s Anthem commercial, which debuted the week of 1 March 2010 in Hong Kong, Japan, South Korea and Taiwan, shows footage of fans throughout the world expressing an array of emotions while viewing football matches.

The creative execution is overlaid with the colours of individual national flags and follows the natural progression of anticipation, tension, joy and heartache displayed by football fans during a match. The spot illustrates how fans are divided by their passion for their favorite teams but united in a shared love of football.

The soundtrack to Anthem is an original composition written by South Africans Nonkululeko and Philisiwe Moya called Stand as One, Unite and is performed by the Agape Children‘s Choir.

First documented in the film We Are Together, the Agape Children‘s Choir is made up of children from the Agape Orphanage in Durban, South Africa who find hope in song. In February, Visa made a donation of $150,000 to benefit the Agape Children‘s Choir and assist with the children‘s school fees, education costs and the orphanage‘s administrative costs. Anthem was directed by Jake Scott, the son of Ridley Scott.

Cardholder Experiences and Usage Promotions : A core component of Visa‘s Fifa‘s sponsorship is developing cardholder programmes internationally to enhance the fan‘s football experience through once-in-a-lifetime experiences and usage promotions.

For the 2010 Fifa World Cup South Africa, Visa has created the Go 2010 Football Experience to provide fans with unique access and once-in-a-lifetime experiences which include a pre-match Stadium Tour, viewing the team warm-up by the pitch, and a half-time pitch-side tour. More than 500 "Go 2010 Football Experiences" have been offered to Visa cardholders worldwide.

Visa has also introduced customisable usage promotions in core markets that provide Visa cardholders with the chance to win tickets to the 2010 Fifa World Cup South Africa every time they use their Visa cards.

FIFA World Cup Sponsorship Activation :
In the lead up to the Fifa World Cup, Visa provides financial institutions and merchant partners throughout the world with Fifa-themed creative and marketing materials to enhance their card-marketing efforts, help drive business and achieve corporate brand objectives.

Visa is one of six global Fifa partners with exclusive global category rights through 2014, and is the preferred card for the 2010 FIFA World Cup. In recognition of Visa‘s sponsorship of the 2010 Fifa World Cup South AfricaTM, Visa credit, debit and prepaid cards are the only payment cards accepted, along with cash, at all Fifa stadiums and the Onsite Stadium Merchandise Booths.

The partnership provides Visa with global rights in the Financial Services product category to all Fifa World Cup activities that may be activated by financial institution clients and merchant partners. Visa‘s Fifa sponsorship includes the rights to the 2010 Fifa World Cup South Africa, the Fifa Women‘s World Cup Germany 2011 and the 2014 Fifa World Cup Brazil.

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