The goal of Ideas Happen was to drive involvement with and enhance young adults' perception of the Visa brand, seeding loyalty of the 18-24 year old target at a point in their lives when they are establishing their brand preferences. The programme gave young adults the opportunity to submit ideas that they wanted to see realised, and based on peer and expert judging, win a cash prize to make them happen. The site acted as the hub for the contest and a platform to be inspired to accomplish things that are important to them.