VISA
THE DATA SIGN
Using data to help Russian football fans get to the 2018 FIFA World Cup™.
In summer 2018, Russia was hosting the FIFA World Cup™ —sounds like a good time to buy tickets, right? But Google and e-commerce data showed that Russian fans were in no rush to hit the purchase button, unlike fans from other countries.
This matched up with a very Russian tendency: doing everything at the last minute. It's like people were waiting for some kind of sign telling them to get moving. But when it comes to World Cup tickets, waiting means missing out.
If fans were waiting for a sign, Visa decided to give them one—using real-time data to make it impossible to ignore.
We pulled data from Google Analytics, the FIFA website, and social media to create ads that paired hard facts and numbers with punchy copy.
We also dug into the data to find which cities had the lowest ticket sales, then placed targeted billboards — our "Data Signs" — in those exact locations.
Simple execution and production process gave us an opportunity to quickly produce and adapt content for banners and social channels.
RESULTS
More than 1.5 million tickets requested for the first phase of ticket sales.
2,403,116 tickets sold in total.
70% of the tickets were requested by the Russian fans.