The global idea was to make it possible for fans to express their true colours through VISA, the easier way to pay. The creative messaging united fans based on a common love for the game and passion for their teams. The message evolved as the tournament progressed, targeting fans of winning teams (“go country”), fans of teams knocked out of the tournament (“go football”) or neutral fans (“go fans”).Traditional media platforms were utilized to elevate the “bigness” of the campaign and illustrate VISA’s association with a global event that people were passionate about. The distribution of television, radio, print and outdoor was balanced with messaging of both equity and usage. VISA’s GO Fans platform took on a life of its own and was executed with a synergistic global look, tone and feel. Mass-reach vehicles were amplified by an innovative and interactive new media campaign spanning POS, online, cinema and mobile.

1) Made significant inroads with key merchants and issuer interest in the property, resulting in high activation numbers and long-term contracts. More than 74 merchants and 505 financial institutions in 76 markets activated a VISA program.2) Strengthened key KPI’s. Drove incremental business through strong execution in host and core markets. Increased Brand Equity gap (aware vs. unaware) ranging from +14 to +4 and Claimed Usage (past 30 days) ranging from +5 to +11 over marketing activation time period.