Visa, a global leader in payments, and Fifa’s exclusive Financial Services partner for the 2014 Fifa World Cup Brazil, has launched an in-stadium payment technology experience programme which will enhance the sporting experience for millions.

Engaging film and print spots featuring Nobel Peace Laureates, alongside dynamic and interactive social engagement programs, and the global Fifa World Cup activation program enables fans at the tournament, or anywhere in the world, to be part of the Fifa World Cup celebration.

“Our goal is to make it easy, engaging and relevant for everyone, everywhere, to connect to the Fifa World Cup and be part of the collective experience,” said Charlie Scharf, chief executive officer, Visa.

“From immersive fan engagement programs to innovative partnerships that help advance the next generation of payment technologies in Brazil, Visa is connecting more people than ever before with this momentous global event.”

Visa is celebrating the Fifa World Cup through creative film and print advertisements that extend the reach of its new brand positioning, “Everywhere You Want to Be.”

Recognising that the Fifa World Cup is an event that stirs national passions and unites people through their shared love of football, Visa created a series of commercials that underscore the notion that everyone, “everywhere” wants to be part of the tournament.

“United in Rivalry” depicts some of the world’s most prominent champions of peace – Nobel Peace Laureates – revealing their true competitive colors as they recall their favorite World Cup memories and discuss their country’s football rivals.

The spot explores the power of football to unite the world – in rivalry – for the five weeks of the Fifa World Cup.

“Rivalry was a fun theme to explore as part of our “Everywhere” campaign considering that everyone – even our most peaceful world leaders – wants to be part of the World Cup celebration,” said Antonio Lucio, chief brand officer, Visa. “With this spot, we’re celebrating the one commonality we all have, despite our backgrounds, which is an unwavering passion for football.”

Other recently released commercials include “Restaurant” which stars former French player Zinedine Zidane, who finds himself accidentally watching the Fifa World Cup in enemy territory at an Italian restaurant and “Unlikely Fans,” which showcases how people from all corners of the world -rugby players, salsa dancers, fishermen, actors, Olympic athletes and physicists – are united in their passion for the game.

Visa also partnered with DreamWorks Animation, and Twentieth Century Fox Consumer Products, to create print and digital media featuring characters from popular film and television properties such as Kung Fu Panda, Madagascar, Shrek and The Simpsons, which show how even animated characters want to be part of the Fifa World Cup.

As the world turns its attention to the Fifa World Cup, Visa will use more than 60 videos along with interactive tools to engage with viewers, while also customizing content and programs based on individual interests and affinities.

New capabilities offered by social media partners, including Facebook and Twitter, will enable Visa to more dynamically target and connect with fans, as tournament events and corresponding conversations unfold. – TradeArabia News Service