To maximise their Boardmasters 2017 involvement, the team at Visa wanted something that would raise brand awareness with millennial and festival audiences. It had to promote contactless card and mobile payments in an imaginative way, targeting both attendees and traders alike.
The approach was three-pronged. Firstly, the Visa Deck: a four-storey, 30-capacity viewing lounge replete with various VIP experiences. Secondly, the Surfers Against Sewage ‘Water For All’ hub, selling co-branded recyclable aluminium water bottles with the occasional magical ‘Golden Bottle’ charged with on-the-spot rewards. Lastly, a partnership between Visa and Square – a UK festival first! – providing full WiFi connectivity and contactless payments across the entire festival site. Bars, food stands, shuttles… the works!
Contactless and mobile payment acceptance rocketed from 5% to 87% across the festival, speeding up service, reducing queues and generally making life easier for all concerned. Visa distributed 8,500 branded bottles, raising over £17,000 for Surfers Against Sewage. The three pieces of content produced – featuring Radio 1’s Dev, Maya Jamal and local surfer Laura Crane – reached an audience of 24 million, engaging an impressive 3.6 million.
“From the Olympics to Formula E, Visa has been highly active in the world of sports sponsorship. This partnership maintains that, whilst broadening our share of voice in the music and entertainment space to increase relevance with a key audience."