Visa’s new World Cup campaign has seen Usain Bolt hang up his running shoes and slip into a pair of football boots to push its ‘Flow Faster’ message.
VISA, a FIFA partner is staggering the start of its sponsorship activation across 22 markets over the next month in the build up to a TV ad featuring the World and Olympic 100m champion. The ad shows Bolt racing across several locations as he morphs into a footballer playing in Brazil.
It treads a similar path to the Olympic sponsor’s London 2012 TV spot with the payment services provider claiming it is a “simple but effective” theme to push the speed of its services. The ad airs next month when it will be backed by social media promotions to win trips to Brazil.
Visa is ramping up its use of social platforms such as Twitter, Facebook, YouTube and Tumblr to support the strategy, which it says will be clearer at highlighting the benefits of its products than previous sponsorship efforts.
The investment in social media reflects the company’s global shift to more integrated media plans that has seen it invest between 30 and 40 per cent in digital and mobile channels.
Promotions will vary accordingly to the Visa products available in each market, however, the financial firm will devote more of its budget to contactless and online payments.
Visa claims contactless payments are reaching “critical mass” in several markets including the UK where it has already been running teaser World Cup outdoor adverts.
The payments company will also include digital wallet V.me, which launched last November, in upcoming local sponsorship activations.
“We wanted to develop a new way to communicate our innovative products whilst using our Fifa World Cup sponsorship. Usain had already worked with Visa Europe and with his love of football it seemed a natural fit for him to lead our campaign,” said Colin Clarke, executive director at Visa Europe.
Visa is hoping to reach over 300 million European consumers with the activity, which extends to digital and social. [Source: Marketing Week]