Go World

USA — Visa Inc. has been a Worldwide Olympic Partner and proud sponsor for over 20 years. Visa's long-term sponsorship of the athletes helps them to realize their dreams; while Visa's exclusive acceptance underscores that the best currency is linked to the best experiences worldwide.

TBWA\Chiat\Day in Los Angeles' assignment for Olympics was to drive preference for Visa by raising awareness of Visa’s Olympic sponsorship. In the lead up to the Olympics, Visa was faced with a global restructure and the largest IPO in history, and this campaign would be the first to launch following these historic events. So the challenge was to represent the newly formed Visa in the most moving and globally relevant campaign to date.

The Olympics provides such a unique and rare opportunity to connect on an emotional level with the world. For Visa to be associated with this celebration of the best of humanity provides a solid brand-building opportunity. Not only is the Olympics a rich emotional platform to connect with consumers, more importantly, sponsoring the Olympics strengthens the Visa brand. Tracking shows awareness of Olympics sponsorship correlates to a better impression of Visa in terms of brand health, equity and salience. Awareness is also connected to higher usage, with advertising correlated to driving awareness.

TBWA\Chiat\Day in LA needed to create work that connects in a visceral way. Work that's ownable, iconic and engaging across all touchpoints. While creating this emotional impact, it was essential Visa's role be clear and that Visa gain credit for being a core part of the Olympic experience.

Visa understands that the Olympics bring out the best in humanity. Since its inception, the Olympics have celebrated human achievement and provided a beacon for what we can be as a human race. It's a celebration of what we have in common as people and Visa is proud to celebrate humanity at its best. As a sponsor, Visa wanted to help fuel that spirit 24/7/360°.

The Olympics and athletes unite fans in a unique celebration of ultimate sporting achievement. This is depicted in the integrated campaign, "Go World," a campaign that evokes the emotion and memories of unforgettable moments in Olympic history. The campaign features current Olympic and Paralympic athletes and Olympic legends from around the world. The campaign - TV, print and digital media - both ignites the Olympic passion and enhances the fan experience by facilitating involvement.

"Go World" creative sets itself apart through the use of striking sepia tones combined with dramatic imagery and emotive scoring. To date the response to this campaign has been teaming with positive PR amongst the trade but moreover it is loved by Olympic fans who find the work moving and touching.

Q. What's Visa's involvement with the Olympics?

A. Visa's role is that of incredibly proud sponsor. For over 20 years, Visa has been committed to the Olympic movement by helping athletes get closer to their dreams through ongoing support and fans get closer to the Olympic spirit.

Q. How does Visa help fans get closer to the Olympic spirit?

A. Visa's exclusive acceptance underscores that the best currency is linked to the best experiences by getting people to the Games. For those unable to attend the Games in person, Visa brings the Olympics' passion back home by fueling the Olympic spirit both on the ground and digitally.

Q. How did Visa use the Olympic Games to connect with consumers?

A. The Olympics provided such a rare opportunity to connect on an emotional level with fans and the world. We needed to create work that spoke to what the Olympics represent, the best of humanity. We needed to create work that connects in a visceral way and, as such, developed the "Go World" campaign.

Q. What is the "Go World" campaign about?

A. The "Go World" integrated campaign brings Olympic passion closer to the fans and celebrates the way in which 6 billion very diverse people from around the world unite for two weeks to celebrate the best in athletics, but moreover, the best in humanity. It's a celebration of what we have in common as people and Visa is proud to celebrate humanity at its best.

Q. How did you approach the work?

A. We looked for stories featuring athletes from around the world, past and current Visa sponsored athletes. The featured stories celebrate their greatness through both their triumphs and struggles and their passionate dedication. The "Go World" creative sets itself apart through the use of striking gold tones, combined with dramatic imagery, emotive scoring and the moving and powerful voice of Morgan Freeman.

Q. How did Visa go about fueling fan passion?

A. In order to ensure we were truly delivering against our brand behavior and fueling the Olympic spirit 24/7/360°, we developed a Media Arts strategy that allowed us to activate across all touchpoints and truly engage fans. We ignited the passion for the Games by surrounding the consumer with the "Go World" campaign. We enhanced the experience and facilitated involvement by encouraging participation and creating a sense of community through visa.com/goworld.com.

Q. How did the website expand the campaign?

A. visa.com/goworld.com. enhanced the experience by expanding our athletes' stories and by providing a deeper, unique experience. Additionally, we encouraged participation and a forum for exchange with fans sharing their stories of Olympic passion and inspiration.

Q. What does sponsoring the Olympics do for the Visa Brand?

A. For Visa to be associated with this celebration of the best of humanity provides a solid brand-building opportunity. Tracking shows awareness of Olympics sponsorship correlates to a better impression of Visa in terms of brand health, equity and salience. Awareness is also connected to higher usage, with advertising correlated to driving awareness.