Brand owner: Visa
Lead agency: AMV BBDO
Country: Germany, Portugal, Chile, Mexico, New Zealand, Russian Federation
Industries: Credit cards & loans
Media channels: Content marketing, Online video, Sposnorship - sports, Television
Budget: 1 - 3 million
Financial services company, Visa, in the face of a number of challenges, was looking to drive relevance and distinction among a younger audience, using its FIFA sponsorship. This included the World Cup, but also the much lesser-known Confederations Cup (FCC).
Among the media, supporters, teams and fans, it is seen as a dry-run tournament, with few implications, so little attention is paid to it. This applied especially in 2017, with first-time host Russia suffering from negative press.
How could we drive saliency and preference for a brand that people didn't necessarily understand the benefits of, using a tournament of 'glorified friendlies', in a country that is a mystery to many?