ABOUT THE PROJECT
How does Visa make their 2024 Forum not just a conference but an invitation to the brand’s home?
The Visa Payments Forum North America 2024 marked a landmark moment for the brand as they opened their brand new HQ in San Francisco, and for the first time, hosted the event in a convention centre with a scaled-up programme with an expanded footprint, guest list and schedule.
OUR IMPACT
- 00m
- earned social impressions
- 0%
- year on year increase in leads generated
- 00+
- articles covered
- 0
- main stage sessions with 41 presenters
THE OUTCOME
Synergy energy
Inspired by the collaborative nature of the Visa network, our visual identity for the event embraced the ‘Elemental’ theme, reflecting the idea that Visa’s people are integral to the brand’s spirit. This concept was expressed through a bold graphic system influenced by Visa’s branding, with dynamic components that seamlessly flowed together to create something greater than the sum of its parts.
Joining the F1 race team
We designed a modular experiential space to allow attendees to fully interact with Visa’s products across the 150,000 square footage, showcasing Visa’s latest innovations as well as creating deeper engagement with its B2B audience.
One highlight for Visa was their new partnership with Formula One’s Red Bull Racing and Cash App team, an activation in which we displayed one of F1 cars in all its glory and invited visitors to join the Visa race team through an AI-augmented photo booth. Participants received a digital portrait of themselves in AI-generated racing overalls complete with inspirational taglines that captured the Visa spirit.
THE OUTCOME
The LED cube
As AI technology plays a crucial role in Visa’s business, particularly in fraud prevention, we designed a space with several smart digital moments to showcase the brand’s innovative technologies to key clients.
At the centre of the experience was a dynamic LED cube that represented Visa’s intelligent systems in a bold yet human way, offering an iconic entry point for guests. The cube adapted to the time of day, providing timely information, entertainment and interactive opportunities. Acting as the ‘brain’ of the event, it worked in tandem with digital signage across the Moscone Center, creating a seamless, engaging experience for attendees as they moved through the space.
AWARDS
Top 10 Most Innovative Meetings, BizBash Awards 2024
Silver: Best Overall Event Branding, Event Marketer Experience Design Awards 2024
Imagination has been a valuable partner in helping us modernize the Visa Payments Forum. Their creative approach and innovative experiential design will provide our clients and partners with a truly engaging event experience. The Visa Payments Forum is a critical platform that positions Visa as a trusted partner for our clients as they build their future strategies. We have long-term ambitions for this event, aiming to transform it into a media platform that reaches beyond just our attendees. 2024 is the first step in this journey, as we expand the footprint of the Visa Payments Forum at the iconic Moscone Center to reflect our growing vision and influence.
Rachel Langley Vice President of Meetings & Events at Visa
VALUE
For the audience
VPF 2024 offered opportunities for attendees to engage with Visa’s latest innovations, gain valuable insights, and forge meaningful connections. With 10 main stage sessions and 16 curated breakout sessions featuring 41 expert presenters, participants could deepen their knowledge across a range of critical topics. The event also launched an ‘After the Forum’ webinar series, providing continued learning with over 1,500 views. Survey results indicated 100% satisfaction, with all respondents gaining a strong understanding of how Visa can help them grow their businesses.
For the brand
For Visa, this marked a significant milestone as the first Forum to host media, generating broad press coverage across major outlets like Bloomberg, Associated Press, and MarketWatch. With over 400 articles and 1.15 billion impressions, the event amplified Visa’s brand visibility and thought leadership. The Forum also facilitated valuable sales conversations, driving an 80% increase in leads generated compared to the previous year, and resulting in more than 100 one-on-one client meetings.
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