Brand Experience and Activation > Excellence in Brand Experience
LEO BURNETT ARGENTINA, Buenos Aires / VISA / 2020
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
Through this idea, Visa gave thousands of rugby fans in Argentina the chance to channel their passion for the sport and turn it into a useful tool that helped the coach and staff design better training sessions for the Pumas, Argentina’s national rugby team.
With the Rugby Championship 2020 coming up, we developed a collaborative dynamic for the fans to analyze 50,000 short video clips to study the other teams. This was used to compile relevant information and insights on the specific moves, strengths, and weaknesses of each of the teams the Pumas would be facing.
Background
Situation
Every year, Argentina’s national rugby team, the Pumas, face the best teams in the world. In spite all of their recent progress, the big issue remains their small budget for technology. That’s why the fans and sponsors are still so meaningful to the team.
Brief
Being the main official sponsor of the Pumas, Visa needed to develop an activation that got the fans involved and truly supported the team.
Objectives
To renew the emotional bond between the Brand and Pumas fans, while renewing Visa’s image as more modern and technological.
Describe the creative idea
We took Pumas fans’ passion and used it to get data. Through a digital experience, we offered the team’s followers the chance to become video analysts. This implied generating information in real-time that could boost the team’s performance. Fans felt part of the technical staff and worked with them to generate the knowledge they used to improve the team’s performance. The more videos they watched, the more data we obtained about the opponents, favoring the odds of the Pumas winning upcoming matches.
Describe the strategy
Pumas fans are crazy about rugby. Their interest and commitment to the sport goes well beyond watching the matches; they also keep up with training sessions, and the development of rugby throughout the entire country.
At the same time, Visa’s brand purpose is to make people’s life easier so that they can progress and achieve new goals, in whichever field they’re interested in developing.
That led to a strategy based on linking the brand purpose and the target’s purpose: designing an experience that got rugby fans actively involved with the team’s development and evolution. They played an irreplaceable role in helping the staff organize training sessions around specific insights boosting the team’s performance and the appeal of rugby in Argentina.
Describe the execution
We uploaded more than 50,000 short video clips of other teams playing different matches up on todospumas.com, web ads, Instagram Story polls, and Twitter.
A simple Q&A dynamic with multiple-choice answers allowed fans to analyze the clips. This helped identify each of the opponent teams’ strengths and weaknesses, which we took and put into an interactive dashboard and shared with the Pumas trainers in real-time. It quickly became a tool for them to prepare for upcoming matches.
The campaign was launched and communicated to fans during a match they looked forward to a lot – Pumas v. All-Blacks–. There were several activations at the stadium, TV commercials during the match, and posts on social media.
List the results
• Campaign reach of +31% as compared to the Brand’s previous campaign.
• +2MM minutes analyzed through clips.
• +10k users participated and became new Pumas video analysts and the Brand’s 1st Party audience.
• +4 minutes average website permanence.
• We became the sports team with the largest video-analysis team worldwide.
• Visa reached a record-breaking peak of engagement among rugby fans: +85%
• We boosted Visa’s awareness and positioned it as a brand linked to technology and innovation.
• On November 14, 2020, the Pumas were finally able to beat the All-Blacks for the first time.
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