Visa Hits the Olympic Road with Global Carpool Push

A new direction in its marketing and communications, Carpool by Visa will run globally across all channels, ranging from digital to broadcast.

Visa, the exclusive payment provider for Olympic and Paralympic Games, has launched the most ambitious integrated campaign in the company’s history. A new direction in the brand’s marketing and communications, Carpool will run globally across all media channels, from digital to broadcast.

An integral part of the overall sponsorship, the push includes onsite activations, new payment innovations, and a diverse group of Team Visa athletes. The main spot boasts a roster of over 20 members featuring Olympic and Paralympic hopefuls who share in the values of the blue-chip marque.

The initiative also unveils more geographies and promotional channels than any other Olympic Games campaign in Visa’s 30-year sponsorship of the movement. The film follows the athletes on a carpool to the 2016 Rio Games, leveraging payment innovations for purchases on route.

Said commercial elevates the company’s key technologies which include Visa Checkout, Samsung Pay, and chip cards, among various other highlights. The creative theme has been extended to the North American market via three major merchant partners namely Best Buy, Costco, and United Airlines.

In support of the above component, custom shorts have been developed for each brand. In the Best Buy spot, both Ashton Eaton and Brianne Theisen-Eaton display their speed and competitiveness in the pre-Olympic Games by shopping on the retailer’s website using Visa Checkout.

Debuting on 23 June 2016, the Costco ad captures Kerri Walsh-Jennings and English Gardner stocking up on the latest summer finds. The United Airlines video offers a humorous look at pre-game preparations, featuring Ashton Eaton, Ibtihaj Muhammad, Carli Lloyd, and Missy Franklin.

Additionally, the payment juggernaut will leverage its innovative digital, social and technology partnerships to amplify the campaign during critical times throughout the Olympics. It is also hosting multiple experiential activations on-site to drive local product and merchant preference.

Set to Edwin Starr’s 25 Miles, the long-form version entails one global story that will be shown in over a dozen different cuts worldwide. The film was shot in the US, Brazil, and Japan, with input from Africa, Australia, Canada, Central Europe, Latin America, Mexico, the Middle East, and New Zealand.

“Our Olympic Carpool campaign reflects the broader aspects of acceptance — demonstrating Visa’s support and celebration of athletes across cultures, geographies and sports,” said Lynne Biggar, Executive Vice President, Chief Marketing and Communications Officer at Visa.

Visa was a winner at the 2014-2015 and 2015-2016 World Branding Awards respectively under the Credit Cards (Global) category.