Visa Europe is also launching a promotion whereby every purchase on a Visa card could win the cardholder and a friend the chance to go to the 2010 FIFA World Cup South Africa.
This multi-channel campaign, incorporating brand advertising, consumer promotions and engagement initiatives is the third phase incorporating Visa Europe’s “Life Flows Better With Visa” strategy, following the successful “Running Man” and “Bill” campaigns. It’s the first campaign incorporating Visa’s worldwide FIFA sponsorship.
Mariano Dima, head of marketing at Visa Europe said, “As a Worldwide FIFA Partner, we wanted to incorporate the FIFA World Cup into our latest integrated marketing campaign and use it to dramatize why ‘life flows better with Visa’. This latest campaign is a fun and impactful way to drive customer engagement with the brand and show how Visa can help people overcome barriers and get one step closer to making their dreams a reality—whatever they may be.”
Kate Stanners, creative partner, Saatchi & Saatchi said, “We wanted it to be a story that was Visa’s own unique way of talking about football and the FIFA World Cup, while remaining true to their brand philosophy of ‘flow’. It’s a high-octane TV spot that follows a personal and geographical journey from living room to stadium.”
There will be a 60” and a 30” TV spot and online advertising. The 60” spots will also run in cinemas. Developed by Saatchi & Saatchi with media buying by Mediaedge:cia, the advert will run across 15 different markets in Europe. The ad was directed by Chris Palmer. The music track is “Isla de Encanta” by The Pixies.
The promotion launches on 1st March 2010 and will run for six weeks.
In addition to three finals FIFA World CupTM trip packages and nine England group stage FIFA World CupTM trip packages, there will be thousands of prizes up for grabs every day, including Visa prepaid cards worth up to £500 and Visa 2010 FIFA World Cup branded footballs. The promotion will feature on TV and will also appear in cinema, radio, print, out of home and online media.
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