Creative activation strategy for Visa "Player of the Match"

Visa has been presenter of the POTM award across women's football tournaments, most prominently at the last FIFA Women's World Cups. The big promise is that the POTM is not only celebrating the best and famous, but the ones that just decided the match. It's super contextual, super relevant, super close to the match action. Visa's narrative "Anyone can make it." fit seamlessly into captions, videos, photos and the overall feel of the campaign.

Summary

Process: Produce custom assets in near-real time, designed to captivate the FIFA and Visa social channels, all across multiple time zones with different stakeholders.

High-Quality Assets: Showcase high-quality assets coupled with thoughtful, vibrant, pun-worthy copy, all on the go whilst other matches are taking place.

Additional Exposure: Create a ripple effect for Visa extended beyond their official channels.

Process: Produce custom assets in near-real time, designed to captivate the FIFA and Visa social channels, all across multiple time zones with different stakeholders.

High-Quality Assets: Showcase high-quality assets coupled with thoughtful, vibrant, pun-worthy copy, all on the go whilst other matches are taking place.

Additional Exposure: Create a ripple effect for Visa extended beyond their official channels.

Challenge

Make Visa the most engaged with brand of the FIFA Womens World Cup. Refresh & refine the approach to the established Player Of The Match Award and its activation. Maximise interactions and create memorable moments that fans will remember as essential part of the FWWC narrative. After FIFAWWC matches, there was limited time and space available to hand over the award and get an editorially relevant interview.

Results

Reframing the activation for Visa and the engagement / reach numbers, we focused our efforts on quality & relevance to boost engagement on social, totalling 38.3m impressions.

38M

A photo post after the win, an interview clip a few hours after. Quick, streamlined, and with just enough time to get a longer, creative and clever copy attached to the framed photo. 237 total posts across the tournament.

237

With Twitter out of the window, voting was conducted via FIFA+ and boosted via Instagram stories. Anticipating only 300 votes a match, this was tripled to a total of 60,000 total POTM votes from fans.

Solution 1

The perfect process from the award handover to the social post. Quick, streamlined, and with just enough time to get a longer, creative and clever copy attached to the framed photo. The photo and the performance gets you likes. But puns, hyping up the player and interesting stats around the performance minutes after the final whistle; that's what gets you comments, saves and sends - digital currency and reach drivers in their best form.

Solution 2

As teams don't do it, we discovered a contextual gap that Visa could fill: Posting hype videos or pre-match trailers ahead of the biggest matches, boasting the decisive players of the last matches. Fans got fired up, predicted their results in the comments and discussed which player would have the bigger impact.

Solution 3

We created and captured touching moments of fathers presenting their daughters with the trophy, interviews about prayer groups and team celebrations, teammates and best friends, legends and prodigies. Always focused on human interaction and emotions. The perfect recipe to go viral and get earned media value left and right.