In China, the FIFA World Cup (FWC) is one of the most popular international sports events, with the highest viewership. The 2014 FWC Brazil final attracted 87+ million Chinese football fans.

In China, Visa is viewed as a trusted and established brand but is not well-known for its relevance in sports or its innovative payment technology. To leverage China’s football fever for 2018 FWC Russia, Visa China adapted and localized an innovative and fun global interactive campaign to engage Chinese consumers in both China and Russia during FWC.

Visa’s objectives were to

• Demonstrate its strong association with FWC

• Enhance its international brand image/preference among target consumers

• Showcase Visa’s innovative product experience through demonstrations of contactless payment

• Reinforce clients’ engagement by leveraging Visa’s FWC assets and exclusive rights

• Drive card issuance through financial institution clients and merchant partners

Run-up:

-19 countdown events with 14 bank partners across four first-tier cities. Personalized FWC invitation packs distributed to cardholders.

-Zlatan's video and banners placed on OTV to promote Visa's FWC sponsorship and “NO TO FOMO” message.

During FWC:

-Launch in Shanghai: 400 guests (bank partners, 40 media, 20 KOLs), enjoyed first match viewing party, experienced contactless payment via party props purchase from a vending machine. Goal moments celebrated through remote controlled color LED lights in wristbands.

-18 viewing and three closing parties in partnership with Martell Cognac and six banks, held in 13 cities for joint FWC themed cards promotion.

“NO TO FOMO” creative assets were placed on OTV, major news app, sports media and offices' LCDs in Beijing and Shanghai.

-H5 game and “Pain Point of Fans” poster launched and amplified by 10 KOLs and sports media.

-Invited top three sports media to media event in Russia.