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.
The 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 utilize Go Football and Go [Country] taglines.
“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,” says Antonio Lucio, chief marketing officer of Visa.
“Building off Visa’s legacy of creating integrated marketing campaigns in support of global sporting events, our platform enables us to reinforce the ways that Visa enhances the fan’s World Cup experience while also advancing our own business and that of our clients.”
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.
In the lead up to the FIFA World Cup, Visa will provide 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 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.