Cannes Lions

CREDIT CARD

LEW'LARA\TBWA, Sao Paulo / VISA / 2010

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Overview

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Credits

Overview

Description

We had to launch the new global Visa concept. It had to be as local as possible, and yet truly global. Just 3 days before the launch we spotted an opportunity. Ronaldo, the World Cup record striker, two times Best Soccer Player in the World, was returning to Brazil. He’d wear a local jersey again after 15 years of playing abroad. What if Visa could own this moment?

During the interval between halves, we ran a teaser TV ad about the meaning of “go” and what Visa had to do with it. In mid-second half, Ronaldo enters the field. We made his debut our debut. At the end of the match, we had gained 90 minutes of brand exposure. At the very last second of the match, he scored a goal saving his team. We became news, and a local Visa effort became global again“Visa go” was everywhere in the country. Ronaldo and Visa go was shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. “Visa go” was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world making it a truly global launch.

Execution

During the interval between halves, we ran a teaser TV ad about the meaning of “go” what Visa had to do with it. In mid-second half, Ronaldo entered the field. We made his debut our debut. At the end of the match, we had gained 90 minutes of brand exposure. The mission seemed to be accomplished. But, it’s Ronaldo, and you never know. At literally the very last second of the match, he scored a goal saving his team. Our move grew even bigger. We became news, and a local Visa effort became global again, just like Visa.

Outcome

“Visa go” was everywhere in the country. It dominated the media environment. Ronaldo and Visa go was shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. “Visa go” was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world making it a truly global launch.

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