Title | SHOW YOUR TRUE COLOUR |
Brand | VISA |
Product / Service | FIFA SPONSORSHIP |
Entrant | OMD CHINA Shanghai, CHINA |
Entrant Company: | OMD CHINA Shanghai, CHINA |
Advertising Agency: | OMD CHINA Shanghai, CHINA |
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 |
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)
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
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.