In what it has described as its most ambitious sponsorship push in 30 years, Visa has fired the starting pistol on its multi-phase 2016 Olympic activation with a dual launch of its tech-savvy, wearable payment ring for athletes and a global campaign called ‘Carpool’.
The IOC payments partner’s activation programme – which spans more sports stars, more ways to pay, more geographies and more marketing channels than any other Olympic Games campaign in Visa’s 30-year sponsorship of the Olympic Movement – will range from new payment innovations, to on-site experiences and a global advertising campaign.
The new wearable device – the Visa Payment Ring – will be worn in Rio by the 46-strong group of Olympic and Paralympic athletes who make up Team Visa.
Whilst the ‘Carpool’ campaign will run globally across multiple media channels – from digital to broadcast – and its centrepiece film features a 20-plus group of sports stars from its 46-strong Team Visa: each athlete was selected to represent the brand’s commitment to diversity and to share and promote Visa’s core values of ‘acceptance’, ‘partnership’ and ‘innovation’.
The humorous ‘Carpool To Rio’ spot, by exclusive payment provider for both the Olympic and Paralympic Games, follows these athletes as they join a fun and light-hearted ‘carpool’ commute to Rio – en route during this road trip classic they utilise several payment innovations to make purchases from Visa Checkout, to Samsung Pay and chip cards.
The ad launch began by airing a 105-second version of the commercial during Game 7 of the NBA Finals in the USA and includes the brand’s ongoing, umreblla tagline: ‘Visa. Everywhere You Want To Be’.
It stars Valerie Adams (Shot Put, NZ), Missy Franklin (Swimming, USA), Jennifer Abel & Pamela Ware (Synchronized Diving, Canada), Ashton Eaton (Decathlon, USA), Maria Espinoza (Taekwondo, Mexico), Wayde Van Niekerk (Athletics, SA), Kanako Watanabe (Swimming, Japan), Kerri Walsh Jennings (Volleyball, USA), Connor Jaeger (Swimming, USA), Sam Mikulak (Gymnastics, USA), English Gardner (100m, USA), Alison Cerutti (Volleyball, Brazil), Ibtihaj Muhammad (Fencing, USA), Carli Lloyd (Soccer, USA) and Terezinha Guilhermina (Athletics, Brazil).
It also comes in a 60-second cut-down,
and a 30-second version
and is being amplified socially across all Visa channels.
Watch our new film “Carpool”. It’s just like your morning commute, except with way more Olympians #TeamVisa #Rio2016https://t.co/YODtYSPo6m
— Visa (@Visa) June 20, 2016
Shot in the USA, Brazil and Japan, with a soundtrack of Edwin Starr’s ‘25 Miles’ and directed by hotshot young filmmaker AG Rojas, the long-form film connects one global story that will be shown across the world via various cuts.
As well as the USA and the other markets where it was filmed, it will also run Africa, Australia, Canada, Central Europe, Latin America, Mexico, Middle East and New Zealand with different sequences highlighting local Olympic athletes and relevant payment technologies.
Furthermore, Visa has already extended the ‘Carpool’ creative theme in North America through three major merchant partnerships – Best Buy, Costco and United Airlines – and has developed custom ‘Carpool’ commercials for each brand which start rolling out in June.
The Best Buy ad stars Ashton Eaton and Brianne Theisen-Eaton and focuses on speed and competitiveness by shopping on the Best Buy website using Visa Checkout.
Costco’s spot sees Kerri Walsh-Jennings and English Gardner using their Visa card to stock up on the latest summer finds in a Costco warehouse.
The United Airlines commercial shows the funny side oft pre-game preparations featuring Ashton Eaton, Ibtihaj Muhammad and Carli Lloyd and culminates in a last minute flight purchase from Missy Franklin using Visa Checkout on United.com.
All this TV work is merely the launch edge of an ambitious, multi-channel, global Olympic marketing and communications campaign that spans digital, social and technology partnerships which will be used to amplify the campaign during critical times throughout The Olympics.
Visa is also planning to host humour-led, experiential activations onsite to drive local product and merchant preference.
‘Visa is a leading global payment technology brand that has always stood for acceptance,’ comments Visa EVP and chief marketing and communications officer Lynne Biggar.
‘Our commitment to acceptance ensures you can use your Visa card whether you click, dip, tap or swipe to pay. But it goes far beyond product acceptance. Our Olympic ‘Carpool’ campaign reflects the broader aspects of acceptance — demonstrating Visa’s support and celebration of athletes across cultures, geographies and sports.’
As for the Visa Paymnets Ring, all of the athletes will be equipped with the wearable (which doesn’t need to be charged and comes in black and white versions) and will be able to use it around the Olympic Village and the games.
Anywhere where an NFC (near field communication)-enabled terminal has been placed will enable the sports stars to simply tap the ring to pay.
Comment
The core creative seems fairly different in tone and approach when compared to Visa’s first Rio work launched in March 2016 and revolving around an athlete’s heart (see case study).
In addition to the innovative tech devices themselves, the latest activation phase has considerably more focus on new technologies and innovative channels than both its Usain Bolt led (see case study) and ‘Difference’ London 2012 work (see case study).
Thus reflecting Visa’s increasing focus on multi-channel and evolved thinking around its use of a media and target audience understanding.
There are also clear ‘call to actions’ across all the work too.
Links
Visa YouTube:
https://www.youtube.com/user/visabrand
Visa Twitter:
https://twitter.com/Visa?lang=en-gb
Visa Facebook:
https://www.facebook.com/Visa/
Visa Web:
Visa Tumblr:
Rio 2016 Web:
http://www.rio2016.com/
IOC Web:
http://www.olympic.org/sponsors/visa
