The “tap in” is the most underrated type of goal in soccer, because it basically consists of slightly pushing the ball to get it into the goal. But the simple gesture has served Visa to articulate its global campaign for the Soccer World Cup, an event in which it acts as a sponsor, and create a visual metaphor for the convenience, speed and fluidity of its payment system.
For this, it has had actor Jason Sudeikis, who plays his character Ted Lasso, from the award-winning Apple TV series of the same name based on a college American football coach hired to coach an English football team. The campaign, designed by the Anomaly agency, combines humor and sports culture to highlight the possibilities that Visa offers.
Thus, a “tap in” from Lamine Yamal triggers a whole chain of simple credit card taps that take Ted Lasso to tour Mexico, the United States and Canada and enjoy his experience around the World Cup, capturing the passion of the fans and the joy and diversity around the international sporting event.
Players Erling Haaland and Christian Pulisic, former goalkeeper Jorge Campos and commentator Andrés Cantor are also part of the spot, which illustrates the way in which Visa eliminates obstacles and makes users’ daily lives easier through simple touches. The ad is produced by Biscuit Filmworks.
The idea goes beyond the narrative and transcends to the experiential plane, providing exclusive promotions, unforgettable moments and unique prizes to Visa clients. Users in the United States and Canada can register to participate in “Tap In to Score”, an exclusive promotion where each tap-in style goal unlocks prizes and rewards, such as match tickets, a possible trip to the finals, or autographed memorabilia and limited edition merchandise.
Meanwhile, in Mexico, cardholders can register to participate in “Pásala Para Ganar,” a promotion that offers fans the opportunity to win tickets to a World Cup match.
Through pieces of organic content on social media starring Sudeikis, Visa encourages fans to pay attention to the “tap ins” that occur during the tournament.
Visa’s goal is to serve as a facilitator of the fans’ experience during the tournament, connecting them with football in the same way it brings them closer to their passions on a daily basis. “Fans not only watch the World Cup, they live it“said Frank Cooper III, Chief Marketing Officer of Visa, in a statement. “‘Tap In’ brings them closer to every moment, turning the easiest goal in football into an invitation for fans around the world to participate. One touch and that’s it”.
The campaign is also developed on a solidarity level with “Tap In to Impact”. Visa assures that it will allocate $600,000 to three non-profit organizations in each host country to support companies, entrepreneurs and creators or communities. These are Score, in the United States, Pro Mujer in Mexico and Futurpreneur in Canada.
The campaign will have a presence on television, digital platforms, social networks, collaborations with creators and influencers, and live activations for fans in selected stadiums through the “Tap In Studio” experience.
