Visa

Team Visa #PepTalks

Team Visa #PepTalks Case Study

When hate speaks loud, the right words can speak louder and lift the ones in its path.

Brief

Women’s footballers and female fans are facing a constant stream of online hate that chips away at their confidence and enjoyment of the beautiful game. Instead of feeds filled with support and joy around the Champions League, too much of the conversation is still toxic and negative, and Visa won’t have any of it.

Idea

In sport, the ‘Pep Talk’ is a powerful rally to lift a team and overcome adversity, so during the 2024 UEFA Women’s Final at San Mamés Stadium in Bilbao, Spain, we partnered with and tapped into the power, visibility and credibility of Team Visa’s female footballers, inviting them to deliver bite-sized pep talks across TikTok, Instagram Stories and LinkedIn that replace abuse with affirmation, build confidence in players and fans, and spark a wave of user-generated messages. Through a DAZN-powered FanZone in the stadium, fans scanned QR codes and sent live Pep Talks from their phones that appeared in the match experience, making positivity the loudest voice on social and inside the ground.

Recognition

Gold: M&M Global Awards 2025, Best International Media Campaign Created in the UK
Highly Commended: Women’s Football Awards 2025, Marketing Campaign of the Year
Finalist: World Media Awards 2024, Financial Services
Finalist: World Media Awards 2024, Social Good
Shortlisted: Leaders Sports Awards, Fan Solution, for the wider DAZN x Visa FanZone experience