The Official Card For Fans

The Ouro X World Wallet debit card was launched in 2023. However we identified a key challenge: 93% of American adults already have a debit card, with little reason to adopt a second. Our strategy was to reposition XWW from a traditional debit card to a personalised lifestyle rewards card, with the goal to make XWW the must-have card for sports fans, much like how American Express serves travellers and fans of entertainment.



Our solution: the 'Official Card for Fans' platform. We repositioned XWW from a traditional debit card to a personalised lifestyle rewards card, offering sports fans a richer experience tied directly to their passion; And in this instance, it was 'MLS LEAGUES CUP' soccer. To entice new signups, we created a unique offer called $77 for 77'. Fans who loaded cash and spent cash on their XWW card unlocked free access to all 77 tournament games on Apple TV.



To drive this message home, we built a visually striking creative platform using Manga-inspired illustrations of soccer's biggest stars. We created 156 unique performance marketing assets put live across Facebook, X, Instagram, TikTok and Google Ads, that could be tested and constantly enhanced with different imagery and messaging. This was supported by 12 influencer collaborations across the US, in-stadium activations within 35 venues, all encouraging fans to sign up.