We had ‘Go Visa’ on every player’s chest that afternoon. We dominated the stadium. 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 enters 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.

‘Go Visa’ was everywhere in the country. It dominated the media environment. Ronaldo and Visa go were shown on TV over 3,200 times. The media exposition was 10 times the initial investment, reaching nearly 100% of Brazilian households. ‘Go Visa’ was sent to the entire planet, on newspaper front pages, TV news shows, websites and blogs across the world. Isn’t this a truly global launch?