Case Study Reflection Ugo TRITZ.docx - Ugo Tritz1 Ugo Tritz...

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Ugo Tritz Ugo Tritz Case Study Assignment 19 November 2018 I picked a VISA Public Relation Case Study to do a reflection about. During the last FIFA World Cup, VISA the Multinational financial and payment cards company partnered with Zlatan Ibrahimović, a European soccer legend and now a MLS player at LA Galaxy, who boasts 34.6 Million Instagram followers, to create “experiences for fans in Russia and those enjoying the tournament worldwide” (Frederick, 2018). VISA and its agency partners started to plan for the FIFA World Cup campaign more than a year before the start of it. The campaign itself went from April to July 2018 and the World Cup was from June 14 to July 15 2018. VISA worked with a lot of different agencies for the campaign, such as AMV BBDO for Creative, Decoded for the Media, Endeavor Global Marketing for PR, sponsorship and influencer marketing, Starcom for Media Buying and Traktor for video production. The main problem that VISA was trying to solve on their campaing was to “raise awareness of contactless technology and why paying with VISA is the best option when traveling internationally” (Frederick, 2018). One of the biggest challenge for VISA during the campaign was he incredibly sports-heavy conversation and how to diffuse their message through the ton of messages already related to sports during the World Cup. While the campaign was going on, VISA used it also as a research opportunity to identify how the customers are using the new contactless payment technology and because of this new technology, VISA had to updated thousands of point-of-sale payment terminals in Russia leading to the World Cup.
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