Entrant Company: Visa, Endeavor Global Marketing
Visa took a risk - combining the star power of Zlatan Ibrahimović alongside social influencers across regions was not an easy task, but we also saw something amazing happen. Each moment Zlatan was in front of the press teasing a World Cup return, fans were cheering him on - excited to see that Visa was bringing him back to the pitch. When the global ad spots dropped, social media caught on and the influencers featured commented their excitement.
By leveraging overarching creative messaging and unique hashtags - #visaambassador and #playlikezlatan - for Zlatan and the global influencers, they assisted fans in defeating World Cup FOMO. With all eyes on our FOMO fighters, we saw contactless adoption skyrocket throughout the tournament. Each of these moments set a precedent for Visa activations in the future, showing that a 360-degree marketing campaign can drive not only brand awareness but can shift consumer behavior on a global scale.