We built awareness of the “Go World” campaign with television. Ads that would resonate most strongly with fans to maximise recall were used. We executed “real time” congratulatory ads that ran immediately following various athletes’ wins, requiring the network to insert footage from the winning performance that day and run the correct ad. This prompted viewers to ask (and Tweet), “How did Visa do that?”Digital was leveraged heavily to further drive awareness and social discussion. We developed a YouTube channel to house an extensive array of content; a Facebook fan page connected fans and engaged them about their Olympics passion. We also employed outdoor to spark more buzz. In New York’s Grand Central Station, we ran the first-ever 3D video campaign, immersing fans in an innovative “Go World” brand experience, using first-of-its-kind 3D digital video screens.

The channels worked together, connecting with fans before and during the games.

Our campaign generated strong buzz and recall, drivers of brand equity (key performance indicator).• Visa generated the largest boost in pre-Olympic buzz of any sponsor (+55% week prior to games).

• The media community deemed the campaign best in class. Go World received a “gold medal” from the New York Times, and was called a “game changer” by Sports Business Daily.• Visa’s core ads outperformed Olympic norms by 45% on brand recall• Visa ranked #1 most likeable ad from the games This proves a successful connection with fans to build brand equity (preference) and drive Visa transactions.