FIFA Payment Partner Visa Launches Global Marketing Campaign Featuring Football Superstar to Help Fans Defeat Fear of Missing Out this Summer
Visa, the Official Payment Services Partner of FIFA, announced that professional footballer and face of Visa’s 2018 FIFA World Cup Russia global marketing campaign, Zlatan Ibrahimović, will return to the tournament with Visa and join football fans in Russia this summer.
“I have been telling the world that I will be at the 2018 FIFA World Cup Russia. Visa is now helping me and fans around the world get in on the action,” said Zlatan Ibrahimović.
Whether travelling to the tournament or watching from home, Visa’s fast and easy payments will help fans catch every moment of the FIFA World Cup.
In Russia, fans will spend less time online and more time focused on the pitch, by utilising the more than 3,500 point-of-sale terminals and 1,000 mobile concessionaires that have been equipped with the latest in payment innovation – whether it is a dip, tap or swipe.
Fans at home can also join in on match-time excitement through the eyes of Zlatan armed with Visa’s exclusive access during the tournament.
The brand’s FIFA World Cup campaign, “Visa’s Ultimate FIFA World Cup FOMO” will document Zlatan’s journey to the tournament and his return to the FIFA World Cup stage, showcasing the ease of contactless payment technology throughout his adventure.
The brand and Zlatan will help fans defeat FIFA World Cup FOMO by offering a glimpse into what takes place behind-the-scenes at the world’s largest sporting event, leveraging the brand’s exclusive access to the centre circle and team warm-ups prior to official matches.
Zlatan is joined by a top roster of global social media influencers to ensure all fan FOMO is defeated. A first for Visa, the five football, lifestyle and fashion influencers – representing Germany (freekickerz), Japan (Kotaro Tokuda), Mexico (Pamela Allier), United Kingdom (Chris MD), and Russia (Tatiana Vasilieva) – will serve an integral role within the brand’s global marketing campaign.
Several influencers will be featured throughout different campaign films and give their millions of followers insight into how the brand’s innovative payment technology and exclusive access helps keep fans connected to the tournament.
“Visa is committed to enhancing the fan experience at sporting venues around the world and FIFA World Cup is no exception.
“Our FIFA World Cup campaign is focused on helping football fans across the globe not miss a moment of the action, whether that is by implementing innovative new ways to pay in-stadium or by giving fans at home a behind-the-scenes glimpse into the tournament,” said Lynne Biggar, Chief Marketing and Communications Officer, Visa Inc.
Shot by award-winning directors, Traktor, the creative campaign follows Zlatan’s journey back to the FIFA World Cup.
Developed globally and shot in the United Kingdom, the campaign features a combination of more than 20 hero and social films, and spans television broadcast, digital, video, social, print and out of home.
Visa was a four-time Global winner of the World Branding Awards in the Credit Cards category.