ABOUT THE PROJECT
Reimagining the corporate forum as a collaborative engine for the next era of commerce
To reinforce Visa’s leadership in the CEMEA region, we transformed the traditional conference format into an immersive, two-and-a-half-day collaborative experience. By shifting from passive observation to active co-creation, the forum empowered over 700 global clients to not only witness the future of payments but to help build it alongside Visa’s senior leadership.
CHALLENGE
The primary goal was to reimagine the conference experience by bringing Visa’s clients closer to senior leaders and partners than ever before. Using our consumer insights platform, GWI, we identified a critical opportunity: 58.3% of our target audience was eager to provide brands with ideas for new products, yet only 10% had ever been given the chance. Our challenge was to bridge this gap, ensuring attendees from nearly 90 markets felt seen, heard, and valued as active participants in the payment revolution.
OUR IMPACT
- 0%
- overall client satisfaction rating
- 0000%
- increase in online engagement vs. previous years
- 0+
- groundbreaking product innovations revealed
- 10/10
- net promoter score (NPS) from client feedback
THE OUTCOME
Redefining the forum experience
The event, held at Hotel Arts Barcelona, hosted over 700 clients from across Central and Eastern Europe, the Middle East, and Africa. We delivered multi-dimensional engagement that moved beyond the stage; while Visa executives and guest speakers like football legend Didier Drogba provided high-level vision, expert-led breakout sessions allowed for deep-dive exploration into AI and stablecoin integration.
Casa da Visa: Where culture meets commerce
The centrepiece of the event was ‘Casa da Visa,’ a revolutionary exhibition format that fused local Catalonian culture with cutting-edge technological prowess. We moved away from static displays, creating a vibrant shopping environment where guests experienced Visa Pay firsthand. Through gamified technology, virtual reality, and live digital wallet demonstrations, abstract concepts became tangible, personal experiences.
A hub for co-creation
Innovation was made interactive. Guests navigated the solutions showcase through storytelling moments and co-created personalised merchandise, making the future of digital commerce feel immediate. This strategic focus on collaboration ensured that every attendee departed not just with information but with powerful new connections and a sense of ownership over the brand’s trajectory.
Beyond design and production, what truly sets Imagination apart is its collaborative spirit. They worked as an extension of our team, anticipating needs and adapting quickly to changes, all while maintaining a positive and solutions-driven approach. The result was a world-class experience that reinforced Visa’s leadership in payments and left a lasting impression on attendees. We are proud to partner with Imagination and look forward to continuing this journey of creating impactful experiences together.
Sophie Heymann Senior Director, Head of Events CEMEA at Visa
VALUE
For the audience
Attendees were transformed from spectators into innovators. By providing a platform for 700+ clients to share insights directly with Visa leadership, we satisfied a documented hunger for brand participation. Guests benefited from exclusive access to 20+ new product reveals and a 4.79/5 satisfaction-rated experience that blended high-level networking with hands-on education.
For the brand
Visa successfully moved from a “broadcast” relationship to a “collaborative” one, cementing its position as a thought leader in the CEMEA region. The project delivered an unprecedented 128.2% surge in organic digital advocacy, proving that immersive, emotion-driven storytelling is the most effective way to drive long-term brand loyalty and market leadership.
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