Visa has “tapped” actor Jason Sudeikis and star players such as Spain F Lamine Yamal and Norway F Erling Haaland for its “new global campaign” ahead of the World Cup, according to Melanie Anzidei of THE ATHLETIC. Visa “launched its ‘Tap In’ campaign” for the World Cup on Monday. It plays on the term used when a soccer player simply puts the ball into the net to score and “features stars in various scenes tapping their Visa cards to instantly upgrade their experiences.” Visa, a longtime FIFA sponsor, is the official payment technology sponsor for this summer’s competition. Visa CMO Frank Cooper described this edition of the World Cup as “the world’s largest sporting event in history.” Cooper said that the campaign is “a year in the making.” It was important when developing this concept that the film “serve largely as a hook for customers.” As part of the campaign, Visa is also launching “two promotions for its customers: ‘Tap In To score’ for those in the U.S. and Canada and ‘Pásala Para Ganar’ for customers in Mexico.” Rewards range “from tickets to World Cup games” to “limited-edition jackets and other World Cup memorabilia” (THE ATHLETIC, 5/18).
CAMPAIGN GOAL: USA TODAY’s Victoria Hernandez noted the campaign aims to “create a parallel between the tap-in goal, known as the easiest form of scoring, and how fans seamlessly tap their cards to pay for everything they need to enjoy” the FIFA World Cup. Visa “was intentional about highlighting the speed of the World Cup and the security of the credit card” while “not sacrificing storytelling and the human element.” Cooper said, “We did want to communicate the idea of trust and what underlies trust, and because we think that is going to be core.” He added, “Our challenge was: communicate that message, but put it in an entertaining wrapper.” Even though Cooper “emphasizes that Visa is a global brand,” he “still has hopes” that the U.S. hosting the World Cup “will grow the love of the beautiful game in the country where American football is king.” Fans will “be able to register online to win prizes throughout the tournament.” When a tap-in goal is scored throughout the tournament, “more prizes and features will be unlocked.” There will also be “collaborations with artists and immersive pop-ups at stadiums” during the tournament (USA TODAY, 5/18).
STAR POWER: AD AGE’s Brandon Doerrer notes the campaign was created by Anomaly, produced by Biscuit Filmworks and directed by Damien Shatford. Sudeikis appears in a 60-second hero film where he “uses his Visa card to tap physical objects, turning them into manifestations of fan passions, such as game tickets, a foam finger and a questionable tattoo, as he travels through the U.S., Mexico and Canada to watch games.” He is “joined by a roster of soccer figures,” including Yamal, Haaland, F Christian Pulisic, GK Jorge Campos and soccer announcer Andrés Cantor. While not officially playing his “Ted Lasso” character, a “mustache-wearing Sudeikis still evokes a connection to soccer.” Three 15-second spots “touch on other Visa features, such as fraud protection, acceptance at businesses around the world and tap-to-pay” (AD AGE, 5/18).
