Team Visa athletes give their followers a first look at their journey
to PyeongChang 2018 and how Visa’s innovative payment products are
helping along the way
SAN FRANCISCO--(BUSINESS WIRE)--
With less than one month until the Olympic Winter Games PyeongChang 2018
Opening Ceremony, Visa’s (NYSE: V) roster of Team Visa athletes took the
lead in launching the brand’s full-length 60-second global advertising
campaign, “Resetting Finish Lines,” across their personal social media
accounts. Over the past week, all 54 members of the Team Visa roster,
including Olympic and Paralympic athletes, hopefuls, and legends
representing twenty-one (21) countries and fifteen (15) sports,
premiered the full-length
spot ahead of its traditional debut on global digital and broadcast
channels to highlight their appreciation for the support they’ve
received during their training for PyeongChang 2018.
“Creating a film and inviting Team Visa athletes to be the stars and
represent the Visa brand is our way of celebrating their inspiring
stories and cheering them on throughout their journey,” said Lynne
Biggar, chief marketing and communications officer at Visa. “When it
came time to launch the film, we couldn’t have asked for a better medium
than the athlete’s own social media channels.”
Team Visa athletes Mikaela
Shiffrin (USA, Alpine Skiing), Kamil
Stoch (Poland, Ski Jumping), Mark
McMorris (Canada, Snowboard – Slopestyle & Big Air), and Park,
Seung-Hi (South Korea, Speed Skating) were among the first to
introduce the campaign on their social channels to share their
excitement leading up to PyeongChang 2018.
The film plays an integral role in Visa’s overall Olympic and Paralympic
Games sponsorship, which includes onsite activations and new payment
wearables. The creative thematic behind the campaign is “resetting
finish lines,” rooted in the understanding that these athletes are
continuously pushing their personal and athletic boundaries in pursuit
of achieving their Olympic and Paralympic Winter Games dreams.
“Filming the campaign was our first opportunity to meet other members of
our Team Visa family,” said Seun Adigun, driver of the Nigerian Women’s
Bobsled Team. “It was a true highlight to spend time with our extended
Olympics family and try out the wearable technology that Visa will make
available at the Games.”
The global film is a compilation of vignettes that highlight the
inspirational and historic stories of eight Team Visa athletes en route
to the Games. Along the way, athletes leverage payment innovations, such
as Visa
Checkout, contactless cards and the recently
announced wearable payment devices, including payment-enabled
gloves, commemorative stickers and Olympic Winter Games pins that are
now commercially available in Korea. This marketing campaign will
feature Visa’s suite of sensory branding, developed to support an
expanded universe of connected, payment-enabled devices. Visa’s unique
sound, animation and haptic (vibration) cues signify completed, secure
transactions in digital and physical retail environments when consumers
pay using Visa.
Shot by prominent sports marketing director, Stacy Wall, the film
encompasses one global storyline that will be shown in more than a dozen
versions across the world. The film was shot in New Zealand and South
Korea, and each of the 13 versions highlight local Team Visa Olympic and
Paralympic athletes using a variety of payment technologies. Localized
versions include: Canada, China, Japan, Italy, South Korea, Poland,
United Kingdom and the United States.
To capture the spirit of the Games, Visa updated the lyrics, music and
vocals of “Anything You Can Do” by Irving Berlin to match the energy of
these athlete stories. The athletes featured in the global film include: Mark
McMorris (Canada, Snowboard – Slopestyle & Big Air), Chloe Kim
(USA, Snowboard - Halfpipe), Mikaela Shiffrin (USA, Alpine
Skiing), Park, Seung-Hi (South Korea, Speed Skating), Seun
Adigun (Nigeria, Bobsled), Ngozi Onwumere (Nigeria, Bobsled), Akuoma
Omeoga (Nigeria, Bobsled), and Sara Takanashi (Japan, Ski
Jumping). The following athletes are also featured in different versions
of the film: Hilary Knight (USA, Ice Hockey), Oksana Masters
(USA, Para cross-country skiing & Para biathlon), Kamil Stoch
(Poland, Ski Jumping), Han Cong (China, Figure Skating), Sui
Wenjing (China, Figure Skating) and Han Tianyu (China, Short
Track Speed Skating).
To learn more about Visa and its Olympic Games sponsorship, visit https://usa.visa.com/about-visa/sponsorships-promotions/olympics-partnership.html.
About Visa Inc.
Visa Inc. (NYSE: V) is the world’s leader in digital payments. Our
mission is to connect the world through the most innovative, reliable
and secure payment network - enabling individuals, businesses and
economies to thrive. Our advanced global processing network, VisaNet,
provides secure and reliable payments around the world, and is capable
of handling more than 65,000 transaction messages a second. The
company’s relentless focus on innovation is a catalyst for the rapid
growth of connected commerce on any device, and a driving force behind
the dream of a cashless future for everyone, everywhere. As the world
moves from analog to digital, Visa is applying our brand, products,
people, network and scale to reshape the future of commerce. For more
information, visit usa.visa.com/aboutvisa, visacorporate.tumblr.com and @VisaNews.
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Source: Visa Inc.