Lifestyle, Sponsorship, Product and Co-Marketing
Gustavo was responsible for Visa's Affluent marketing efforts for 3.5 years. During that time, he relaunched Visa Signature and developed memorable co-marketing campaigns with top-issuers and merchants in the U.S. His work not only improved Visa brand's image, but also drove share and card usage growth, registering the highest return on investment in the group for 3 consecutive years.
He also led two significant sponsorship activations, Super Bowl 50 and the Rio 2016 Olympic Games. Gustavo guided the creation of a 260-feet digital installation in One Market, across the Ferry Building in San Francisco, to celebrate Super Bowl 50 and spearheaded all integrated marketing efforts for Visa's Rio 2016 Olympic campaign across TV, social and digital. Additionally, in 2020, Gustavo partnered with JPMorgan Chase Bank, N.A. to integrate their Chase Saphire card in Visa’s Tokyo 2020 Olympic campaign.
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Rio 2016 Olympic Games
Visa believes in giving everyone, everywhere a way to reach their highest potential by providing access to best-in-class payment products and solutions so they can progress in life - regardless of where they come from, who they love, their physical ability, their faith, or what language they speak. Visa's 2016 Olympic work celebrates this universal acceptance; from propelling the journey of 20 athletes around the world, to supporting all refugee athletes by showcasing the journey of Yusra Mardini, a Syrian refugee and member of Team Visa, who won the hearts of everyone during the olympics.
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Super Bowl 50 - Digital Skyline Projections
As football fans and million of visitors came to San Francisco during SB50, Visa greeted them with an experience that captures the beauty, innovation and competitive spirit that defines the city. The Visa Digital Skyline Projections - a multi-screen digital installation featuring football iconography and historic San Francisco Landmarks, scaling more than 260 feet high on the façade of Visa's One Market headquarters building in the heart of Super Bowl City. The live projections were designed in collaboration with Obscura Digital, which is best known for projecting iconic images on landmark structures like the Vatican and the Empire State Building.
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Visa Signature Co-Marketing
Visa Signature provides access to unique benefits and experiences to the affluent consumer. It was important to demonstrate the relevancy of these benefits by establishing a strong and insightful emotional connection with consumers. From sharing your passion for movies with your love ones; spending time where it matters before heading to the airport; or experiencing travel as a local, Gustavo partnered with top issuers and merchants around the country to demonstrate these benefits and connect with consumers through beautiful storytelling.
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Visa Signature
Visa Signature had an important challenge; how to become a recognizable, meaningful brand and how to get consumers to use it more often. Most consumers did not have a relationship with Visa Signature, and we knew that they will use the card more often if we could raise awareness of the relevant benefits.To establish this relationship we presented its benefits to them in an engaging brand story. We made it easy for consumers to see and experience the benefits available to them. And went one step further: gave them a way to tell us their ideas for the future and make Visa Signature "your idea of what a card should be."
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Tokyo 2020 Olympic Games Co-Marketing
In order to drive card usage, Visa partnered with Chase to integrate their contactless card Chase Saphire in Visa’s Olympic promotional campaign