Visa: How an invisible payment network stole the World Cup conversation

Visa, a financial services company, increased its share of voice during the football World Cup, as its official sponsor, by launching a campaign that saw Zlatan Ibrahimovic return to the tournament.

Campaign details

Brand: VisaClient: VisaAgency: AMV BBDO

Executive Summary

The World Cup needs no introduction.

The seminal sporting fixture; an occasion unmatched in stature, audience or revenue. When the world's best footballing talent comes together to pit their talents against one another. When the world's finest teams and proudest footballing nations compete for the ultimate glory.

A golden opportunity for marketers.

But if you're a hard-to-explain payment network brand, how do you show up at the ultimate sporting occasion without everyone turning off?

If people don't think about your products normally, how do you make...

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