HEART Productions were engaged by Visa Europe to activate their sponsorship of the FIA Formula E Championships, the world’s first fully electric motor racing series. The last two races of the season, for which Visa was headline sponsor, took place in Battersea Park, London on 27th & 28th June.
With the support of HEART Productions, Visa created a multi-channel consumer experience in the ‘E Village’ at the race. This featured a starting grid of race simulators running the brand new Battersea track, driver challenges to test consumer focus and energy, a large screen showing Visa branded content and the centre piece of the activation, Visa Fan Radio.
Fans at the race were able to tune in to Visa Fan Radio via 16,000 branded headsets distributed for free across the site. This bespoke live FM broadcast was hosted by Georgie Thompson and Mark Pougatch. Content across the two days included interviews with drivers and teams, commentary and information for fans alongside contributions from major figures such as Boris Johnson, Sir Richard Branson and FIA Formula E CEO, Alejandro Agag.
In addition, HEART designed and delivered the Visa Fastest Lap trophies for Monaco, Berlin, Moscow and London, Grid Girl styling and a pan-European filmic, digital and conference programme to communicate the new partnership to Visa Europe’s colleagues."