We created the miniseries: ‘So close and yet so far’, the story of five big soccer fans who live and work in the shadows of the stadium, but are not able to go to any of the games. We documented their background stories and how they expressed their desire and dream to watch their national team. How they were invited on the pitch during the VISA half-time experience, and how they got to experience their team’s victory.

Our “FIFA WC is you where you want to be” campaign was the platform. We integrated their stories into different ESPN platforms. We added capsules, social media, and extensive PR. We “open sourced” our stories so that media could have access to our heroes’ stories.

VISA managed to capture the emotion of five individuals who were given an unforgettable life experience and share it with the world, generating more than 25 media stories, leading to 25.5 million earned impressions and over $1.5 million in free media coverage. Over 16 million impressions, 160% over the original goal

Brand recall for the campaign was 45% above VISA averages

VISA’s brand equity was 200% higher amongst recallers.

22 million social impressions and 3 million views of our 6 stories.

Beyond numbers and statistics, and in the process, to create an equally unforgettable campaign that helped provide the brand a new dimension and capitalized emotionally on the concept that Visa is, in fact, ‘everywhere you want to be.’