Go World! Visa Olympics Campaign
Go world! The global cheer has already started
For 25 years, Visa has stood out against a crowded market of global sponsors to solidify its place within the Olympic movement as a leading and innovative marketer. Its Olympic-themed marketing campaigns, which generate tremendous visibility and value for the brand and its financial institution clients and merchant partners, have continually been recognized for their ability to help cut through the noise, engage and mobilize millions of fans around the world, create business building opportunities and cement Visa’s position as the "gold standard" in Olympic marketing.
Leveraging its rich legacy and an innovative new approach to marketing that’s turned long-held best practices on their head, Visa will once again roll out a global Olympic-themed marketing campaign – 'Go World' – to more than 35 countries around the world ahead of the London 2012 Olympic Games.
To ensure the campaign is able to deliver a singular message, a global framework that can be customised by different markets, and ultimately, more persuasive and relevant creative delivered through channels that amplify messaging and deliver innovation across emerging and traditional outlets, Visa is implementing its propriety approach called “Audience First.”
First implemented ahead of the Vancouver 2010 Olympic Games, “Audience First" refers to an approach by which consumer-centric media planning becomes step one in the creative process. The model is based on understanding the consumer behavior and media consumption patterns that shape a consumer's buying decision. This serves as the road map for all communications decisions, content generation, and strategic focus and is a key cornerstone of the Visa Marketing way.
During this session, speakers took the audience through the rationale, strategy and planning cycle of creating a global Olympic Games marketing campaign. Patrick O’Neill, Executive Creative Officer, TBWA\CHIAT\DAY explained that the essence of the Olympics are human achievement. Thus, they picked up the best human interest stories, like Nadia Comaneci’s historic ’10» or Michael Phelps’ overwhelming domination and told them in sepia images commented by Morgan Freeman’s voice. Panelists gave tips for developing and rolling out a global campaign framework, that ensures alignment and relevancy regionally; and explained how Visa is using real-time creativity and storytelling, global athletes, emerging technology and social media platforms to engage a global community around the Olympic spirit like never before.
Visa’s Antonio Lucio concluded: "The best way to create mediocre communication is to avoid all risks!"
The "global cheer" is at the core of Visa's Olympic Games-themed integrated marketing campaign, Go World, the largest in Visa's 25 year history as a sponsor of the Olympic Games. The campaign utilizes popular social media platforms, along with television and digital advertising and usage promotions, to turn the passion of fans into online cheers that will help inspire more than 60 Visa-sponsored athletes (Team Visa), as they prepare for and compete at the Games. "Fans are drawn to the Olympic Games by the awe-inspiring feats of the world's greatest athletes and, in turn, those athletes are inspired by the cheers and support they receive from fans," said Antonio Lucio. "Historic and memorable moments in Olympic Games history are driven by cheers. Our global campaign puts fans at the center of the experience and aims to unite the world in a global cheer movement to inspire athlete performances and spread the Olympic spirit."
During the debate, Nadia Comaneci recalled with emotion the story of her "10" mark gained in gymnastics, a never-reached mark until her performance, that Longines could nothing but display it as "1.00", causing confusion among the Romanian team. After the debate, Nadia participated in a signing session with fans of hers.
Panel moderator: Rupal Parekh - Agency Editor, Ad Age. Speakers: Nadia Comaneci - Gymnast, Olympic Gold Medal Winner. Antonio Lucio - Global Chief Marketing, Strategy and Corporate Development Officer, Visa. Patrick O’Neill - Executive Creative Officer, TBWA\CHIAT\DAY, Los Angeles. Timo Lumme - Managing Director, IOC Television & Marketing Services.
