Challenge: 
Visa faced a growing indifference from Gen Z, who preferred smaller, more innovative brands. Their Olympics sponsorship failed to resonate with the UK audience, and traditional cards were losing visibility in key moments. The challenge was to boost Gen Z's brand preference and usage. 

Solution: 
Visa created an experiential campaign, partnering with KERB at Covent Garden to combine small businesses, food, and the Olympics into a vibrant social experience. The activation featured Olympic broadcasts, Visa-branded games, and encouraged payments via Visa, all while aligning with Gen Z’s values of authenticity and community. 

Results: 

• Shifted brand preference among Gen Z.
• Achieved the targeted footfall of 70,000 visitors.
• Increased VISA's brand health score and preference.
• Boosted VISA's transaction share at the venue.