SHOW YOUR TRUE COLOUR

TitleSHOW YOUR TRUE COLOUR
ClientVISA
Product / ServiceFIFA SPONSORSHIP
EntrantOMD CHINA Shanghai, CHINA
Entrant Company:OMD CHINA Shanghai, CHINA
Advertising Agency:OMD CHINA Shanghai, CHINA

Credits

The Campaign

During 2010 FIFA period; Visa China run integrated marketing campaign successfully with very limited budget. Visa creates impactful and meaningful communication with consumers to stimulate interest & prompt both inbound & outbound Visa card usage during the games via FIFA related massive media exposure, online interaction & BTL activation. In this Visa FIFA campaign, Visa gets 70+% media reach; 11,000+ online registers; & 16% business increase (Wal-Mart trans amount increase by 16% against Jun-Jul’09 via Visa BTL promotions)

Success of the Campaign

Visa China FIFA campaign gets better response from consumer & Visa business (1) Consumer: overall 70+% media reach against sports fans; 11,000+ online registers & 3,030 entries for online video competition (2) Visa business: a) Wal-Mart trans amount increase 16% against 2009 same period b) More than 516,000+ promotion participants (including Wal-Mart & Bar/Restaurant) activated by Visa FIFA campaign

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Total 3 layers in media strategy & channel mix (1) Media focused in the context of FIFA to build sponsorship awareness to differentiate VISA with other payment brands to demonstrate its competitive advantage, including TV live game, top sports newspaper & vertical websites. (2) Activate cardholders via interactive media events & engagement, focus on hot SNS & video sites in China with FIFA related brand zone & video competition. (3) Leverage business partner network to create WOM, including Wal-Mart / Bar / Restaurant joint promotions.

Credits

Name Company Position
Jason Liu OMD China Planning Director
Yvonne Chee OMD China Digital Digital Planning Director
Connie Zhu OMD China Digital Digital Planning Supervisor
Winbon Li OMD China Digital Digital Planning Manager
Joanna Yu OMD China Planning Supervisor