• by Tanya Gazdik , March 10, 2010

Visa is launching its first-ever global Fédération Internationale de Football Association (International Federation of Association Football)-themed marketing campaign. Included are TV, print and out-of-home advertisements, usage promotions, experiential offers for cardholders and merchant discounts. 

Worldwide, 78 markets are launching Visa FIFA-themed marketing programs with more than 200 clients. Themed "Go Fans," the campaign was developed to promote Visa's association with the 2010 FIFA World Cup South Africa and reinforce the ways in which Visa enhances the fan's FIFA World Cup™ experience. The effort, which originally debuted in Latin America in 2009, will be customized and appear in 30 markets around the world to strengthen the campaign's relevance in those regions.

Elements include a TV spot titled "Anthem." Localized versions will run in Hong Kong, Japan, South Korea and Taiwan. The spot was directed by Jake Scott, son of Ridley Scott, and features an original song performed by the Agape Children's Choir. In February, Visa made a donation of $150,000 to benefit the choir and assist with the children's school fees, education costs and the orphanage's administrative costs.

The spot shows footage of fans throughout the world expressing an array of emotions while viewing football matches. The creative execution is overlaid with the colors of individual national flags and follows the natural progression of anticipation, tension, joy and heartache displayed by football fans during a match. The spot illustrates how fans are divided by their passion for their favorite teams but united in a shared love of football.

Also included are customizable usage promotions in core markets that provide Visa cardholders with the chance to win tickets to the 2010 FIFA World Cup South Africa every time they use their Visa cards. More than 500 "Go 2010 Football Experience" packages have been provided to Visa cardholders worldwide and offer unique access and once-in-a-lifetime experiences such as a pre-match Stadium Tour, viewing the team warm.