3D Brings VISA Ad To Life At Grand Central Terminal
Credit card company, VISA International Service Association (VISA), a Worldwide Olympic Games sponsor for more than two decades, has launched a month long initiative within New York City’s Grand Central Terminal, covering the subway corridor with 3D video and static images from the company’s global Olympic-themed advertising campaign, “Go World,” which celebrates athletic achievement and poignant historical Olympic triumphs.
At the same time, VISA will utilize popular social media channels YouTube and Facebook to help bring more fans closer to the Vancouver 2010 Olympic and Paralympic Winter Games and Team VISA Vancouver athletes.
In Grand Central Terminal, the advertising extension includes more than 100 media elements, the most notable being a 3D video projection screen with audio that will broadcast two commercials from the “Go World” campaign “Anthem” and “Trip for Life.” At YouTube, VISA will introduce a complete redesign and content refresh of the “Go World” channel (www.youtube.com/goworld), debuting six new commercials featuring Team VISA Vancouver athletes and Olympic legends prior to their airing on network television. On Feb. 2, VISA’s first “Go World” Facebook fan page (www.facebook.com/visagoworld) will offer Olympic fans regular updates and unique glimpses into the lives of Team VISA Vancouver athletes leading up to and during the Olympic Winter Games. Elements include behind-the-scenes training videos, athlete-captured footage, and photos of the athletes in action.
Extensions of the “Go World” campaign enable VISA to generate awareness of its longstanding Olympic Games sponsorship, further support members of Team VISA Vancouver through marketing visibility efforts and educate cardholders about ways to win a trip to the Olympic Winter Games for the rest of their lives through the VISA Olympic Winter Games Trip for Life Sweepstakes.
"Bringing our ‘Go World’ campaign to life in Grand Central Terminal and through social media channels are important extensions and enhancements to our overall Olympic Games marketing campaign, at a time when interest for the Games is at its highest," said Antonio Lucio, Chief Marketing Officer, VISA.
"With the help of innovative 3D technology and popular social media sites, we're able to strengthen our connection to the Olympic Games and drive transactions during the Games with a breakthrough promotional offer—a trip to the Olympic Winter Games for life.”
VISA’s Olympic-themed presence within Grand Central Terminal includes an 8-by-14 foot projection screen that will display the two “Go World” television commercials, immersing commuters in a 60 second 3D experience. In addition, commuters will see 16 3D static screens (lenticular dioramas), as well as column wraps, posters, wallscapes, beam panels, soffits and stair risers—all encapsulating “Go World” creative while continuing to promote the VISA Olympic Winter Games Trip for Life Sweepstakes. Advertisements also feature 18 Team VISA Vancouver athletes and Olympic legends including Lindsey Jacobellis, Seth Wescott, Johnny Spillane and Dan Jansen.
In addition to the 3D video projections, 2D video of other “Go World” Olympic commercials will run in Grand Central Terminal including “Dan Jansen,” “Team VISA,” “Julia Mancuso,” and “Zhangs.” These spots highlight legendary Olympic Winter Games moments and celebrate Team VISA Vancouver hopefuls from the United States to help create anticipation for the Vancouver 2010 Olympic Winter Games. The 2D spots will run at all times when 3D content is not airing.
An estimated 3 million consumers will pass through Grand Central Terminal’s subway corridor during the 28-day campaign period. Beginning Feb. 1, street teams will hand out 3D glasses that will allow commuters to view the 3D commercials.
“The combination of VISA’s ‘Go World’ 3D content and its placement in the highly trafficked Grand Central Terminal subway corridor is a perfect storm for creating a one-of-a-kind brand experience,” said David Lane, VP Digital Media CBS Outdoor.
“3D is gaining momentum in the advertising and marketing space, and we are thrilled to bring this out-of-home media application from VISA to New York City commuters.”
VISA is also featuring “Go World” creative in out-of-home environments in Vancouver, B.C. and San Francisco. While these extensions will not feature 3D elements, consumers will experience an immersive “Go World” environment through eye-catching static integrations. In Vancouver, consumers started seeing the “Go World” campaign come to life on Jan. 12 on 35 buses, five Sky Trains and various Sky Train platforms as well as 80 transit shelters, two airport spectaculars and one horizontal diorama in the airport.
In San Francisco, the out-of-home campaign also launched today with elements to appear on 125 transit shelters and 25 newsstands across the city.
Launched in November 2009, the global “Go World” Olympic-themed marketing campaign encompasses the spirit of the Vancouver 2010 Olympic Winter Games and features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions. Each element enables VISA to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage of VISA products worldwide.
VISA remains the only card accepted at 2010 Winter Games venues in Vancouver and Whistler and at select U.S. Olympic Team Trials in the United States. This extends to the purchase of VISA Olympic Winter Games merchandise online, in Olympic Games retail stores and by catalog. At the Olympic and Paralympic Games, VISA installs a special Games ATM network and hundreds of point-of-sale acceptance devices at competition and non-competition venues. Onsite at the Vancouver 2010 Olympic and Paralympic Winter Games, VISA personnel will also provide a variety of card payment related services to cardholders.
With 44 platforms and 67 working railway lines, Grand Central Terminal is the world’s largest train station.
At the same time, VISA will utilize popular social media channels YouTube and Facebook to help bring more fans closer to the Vancouver 2010 Olympic and Paralympic Winter Games and Team VISA Vancouver athletes.
In Grand Central Terminal, the advertising extension includes more than 100 media elements, the most notable being a 3D video projection screen with audio that will broadcast two commercials from the “Go World” campaign “Anthem” and “Trip for Life.” At YouTube, VISA will introduce a complete redesign and content refresh of the “Go World” channel (www.youtube.com/goworld), debuting six new commercials featuring Team VISA Vancouver athletes and Olympic legends prior to their airing on network television. On Feb. 2, VISA’s first “Go World” Facebook fan page (www.facebook.com/visagoworld) will offer Olympic fans regular updates and unique glimpses into the lives of Team VISA Vancouver athletes leading up to and during the Olympic Winter Games. Elements include behind-the-scenes training videos, athlete-captured footage, and photos of the athletes in action.
Extensions of the “Go World” campaign enable VISA to generate awareness of its longstanding Olympic Games sponsorship, further support members of Team VISA Vancouver through marketing visibility efforts and educate cardholders about ways to win a trip to the Olympic Winter Games for the rest of their lives through the VISA Olympic Winter Games Trip for Life Sweepstakes.
"Bringing our ‘Go World’ campaign to life in Grand Central Terminal and through social media channels are important extensions and enhancements to our overall Olympic Games marketing campaign, at a time when interest for the Games is at its highest," said Antonio Lucio, Chief Marketing Officer, VISA.
"With the help of innovative 3D technology and popular social media sites, we're able to strengthen our connection to the Olympic Games and drive transactions during the Games with a breakthrough promotional offer—a trip to the Olympic Winter Games for life.”
VISA’s Olympic-themed presence within Grand Central Terminal includes an 8-by-14 foot projection screen that will display the two “Go World” television commercials, immersing commuters in a 60 second 3D experience. In addition, commuters will see 16 3D static screens (lenticular dioramas), as well as column wraps, posters, wallscapes, beam panels, soffits and stair risers—all encapsulating “Go World” creative while continuing to promote the VISA Olympic Winter Games Trip for Life Sweepstakes. Advertisements also feature 18 Team VISA Vancouver athletes and Olympic legends including Lindsey Jacobellis, Seth Wescott, Johnny Spillane and Dan Jansen.
In addition to the 3D video projections, 2D video of other “Go World” Olympic commercials will run in Grand Central Terminal including “Dan Jansen,” “Team VISA,” “Julia Mancuso,” and “Zhangs.” These spots highlight legendary Olympic Winter Games moments and celebrate Team VISA Vancouver hopefuls from the United States to help create anticipation for the Vancouver 2010 Olympic Winter Games. The 2D spots will run at all times when 3D content is not airing.
An estimated 3 million consumers will pass through Grand Central Terminal’s subway corridor during the 28-day campaign period. Beginning Feb. 1, street teams will hand out 3D glasses that will allow commuters to view the 3D commercials.
“The combination of VISA’s ‘Go World’ 3D content and its placement in the highly trafficked Grand Central Terminal subway corridor is a perfect storm for creating a one-of-a-kind brand experience,” said David Lane, VP Digital Media CBS Outdoor.
“3D is gaining momentum in the advertising and marketing space, and we are thrilled to bring this out-of-home media application from VISA to New York City commuters.”
VISA is also featuring “Go World” creative in out-of-home environments in Vancouver, B.C. and San Francisco. While these extensions will not feature 3D elements, consumers will experience an immersive “Go World” environment through eye-catching static integrations. In Vancouver, consumers started seeing the “Go World” campaign come to life on Jan. 12 on 35 buses, five Sky Trains and various Sky Train platforms as well as 80 transit shelters, two airport spectaculars and one horizontal diorama in the airport.
In San Francisco, the out-of-home campaign also launched today with elements to appear on 125 transit shelters and 25 newsstands across the city.
Launched in November 2009, the global “Go World” Olympic-themed marketing campaign encompasses the spirit of the Vancouver 2010 Olympic Winter Games and features television, digital and out-of-home advertising, host market merchant activation programs and usage promotions. Each element enables VISA to connect with cardholders and Olympic and Paralympic Games fans to drive preference for and usage of VISA products worldwide.
VISA remains the only card accepted at 2010 Winter Games venues in Vancouver and Whistler and at select U.S. Olympic Team Trials in the United States. This extends to the purchase of VISA Olympic Winter Games merchandise online, in Olympic Games retail stores and by catalog. At the Olympic and Paralympic Games, VISA installs a special Games ATM network and hundreds of point-of-sale acceptance devices at competition and non-competition venues. Onsite at the Vancouver 2010 Olympic and Paralympic Winter Games, VISA personnel will also provide a variety of card payment related services to cardholders.
With 44 platforms and 67 working railway lines, Grand Central Terminal is the world’s largest train station.
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