The Power of Small Steps

Agency: Starcom
Client: Visa

Visa, facing declining preference among Gen Z due to perceived lack of innovation, sought to enhance its appeal by leveraging its Olympic sponsorship. Recognizing Gen Z's affinity for social experiences, we partnered Visa with KERB, a street food initiative in Covent Garden, to create an Olympic-themed watch party. This event, held in a lively, small-business-run food court, integrated Visa into pivotal payment moments. Featuring Olympic broadcasts, interactive games, and Visa branding, the campaign resonated with Gen Z's values of community and authenticity. The event beat expectations boosting Visa's brand preference and increasing transaction share