Visa, the official payment service partner of FIFA, has unveiled its global marketing campaign for the Women’s World Cup France 2019. The campaign “One Moment Can Change the Game” amplifies the meaningful moments women are creating on and off the pitch, whether it be inspiring athletic greatness on the field, influencing business outcomes or driving economic impact at home and across industries.
With football as the background, the campaign film shows how moments of empowerment and acceptance can have an influence on people’s life. Whether it’s Dzsenifer Marozsan scoring the deciding goal during the Olympic Games final, or Nadia Nadim being selected as a member of the under-15 regional team in Denmark after arriving as an Afghani refugee, each of these players has experiences some moments that have inspired them to greatness.
The global campaign will reach 33 markets, accompanied by digital and social films, print and out-of-home. It marks Visa’s biggest onsite marketing investment in women’s football so far. Chief Brand and Innovation Marketing Officer at Visa, Chris Curtin says that while the brand has been running ads on women’s soccer before: “We’ve never done anything quite on this level or this scale.”
Chris Curtin also points out that the creative represents that women’s football is at a tipping point and all it takes is one moment to change everything. In terms of the Team Visa football players selected, Curtain says that Visa focused on the nature of the person and their story instead of their “popularity” – to make sure they were a good fit with Visa as a brand.
The launch of this new campaign comes after Visa in March made a landmark commitment to match its activation budget for the 2018 Men’s World Cup in the brand’s marketing investment around the women’s game.