Retour sur le partenariat entre Visa et la Formule E

Visa était partenaire du Paris E Prix disputé ce week-end autour des Invalides. L’évènement, très attendu, a vu la victoire de Lucas Di Grassi (BRE-Abt Audi Sport) devant Jean-Eric Vergne (FRA-DS Virgin Racing) et Sebastien Buemi (SUI-E Dams Renault). Retour sur ce partenariat entre la Formule E et Visa, ainsi que sur le dispositif mis en place par Visa à l’occasion de ce Paris E Prix avec Charlotte Desbons, directrice marketing et communication de Visa en France.

https://twitter.com/LucasdiGrassi/status/724130520100134912

Bruno Cammalleri : La présence de Visa sur la Formule E date de 2015, donc quasiment depuis le début, on imagine que l’innovation est le dénominateur commun à ce partenariat…

Charlotte Desbons : Tout à fait. On avait déjà identifié en amont ce championnat très innovant. Il s’agit d’un nouveau sport mécanique, avec des courses de voitures électriques. La Formule E est focalisée sur la technologie et la performance technologique, comme nous et notre métier. Nous traitons plus de 1800 transactions à la seconde et nous sommes aussi sur la performance technologique. Notre association avec la Formule E, discipline très innovante pour le futur de l’automobile, illustre notre volonté commune d’innover en permanence. Chez Visa, nous sommes délibérément tournés vers le futur et travaillons constamment sur l’innovation dans les paiements.

La Formule E à Pekin, course 1 de la saison 2, octobre 2015
La Formule E à Pekin, course 1 de la saison 2, octobre 2015

Bruno Cammalleri : La Formule E fait beaucoup d’efforts sur le digital également…

Charlotte Desbons : Oui. C’est un championnat très grand public qui se passe aussi bien au coeur des villes que sur les réseaux sociaux. Pour le Visa Paris ePrix, nous avons donc conçu notre communication sur ces deux canaux. D’une part, en allant à la rencontre du public pour présenter nos innovations et montrer que nous sommes une marque du quotidien et, d’autre part, en renforçant notre présence sur Twitter, Facebook et des plateformes vidéo. Nous avons créé le compte Twitter @VisaFutur et le hastag #ExploreLeFutur pour cette occasion.

Bruno Cammalleri : Parlez-nous du dispositif mis en place durant ce Paris E Prix, avec en particulier la possibilité de piloter des mini voitures par la pensée

Charlotte Desbons : Pour le Visa Paris ePrix, nous avons conçu une opération itinérante appelée « Visa explore le futur ». Tout au long des 3 semaines précédant cette étape du championnat, nous sommes allés à la rencontre du public à différents endroits de la capitale et lui avons proposé de participer à une course de voitures miniatures pilotées par la pensée, sur un circuit électrique reproduisant le tracé de la course des Invalides. Grâce à un casque muni de capteurs qui mesurent les ondes alpha du cerveau et les transforment en énergie pour faire avancer leur voiture, les joueurs étaient invités à battre le record de Nelson Picquet Jr, notre pilote-ambassadeur. Cette technologie a été développée il y a une dizaine d’années dans le domaine médical, notamment pour l’étude du sommeil, et trouve depuis des applications dans l’univers du jeu : plus on est à la fois concentré et détendu, plus les ondes alpha libèrent de l’énergie. Notre ambition était de partager avec le grand-public l’expérimentation de cette technologie. Pour nous, c’est une métaphore de l’innovation. Nous voulions faire vivre et donner à voir ce que peut être le futur. On a présenté également des innovations sur plusieurs modes de paiement, comme le paiement sans contact par objets connectés ou par téléphone mobile, et aussi les façons de payer plus futuristes comme le paiement par biométrie avec la lecture des empreintes digitales ou par reconnaissance faciale. Dans un futur proche, on ne va plus forcément régler ses achats uniquement avec sa carte, mais on paiera aussi avec les objets connectés, avec les téléphones portables, voire sans plus aucun support, mais juste grâce à la lecture des empreintes digitales. On a ainsi présenté un porte clé qui permet de faire des paiements.

Bruno Cammalleri : Pourquoi choisir Nelson Piquet Jr comme ambassadeur ?

Charlotte Desbons : Il est champion en titre, il est très international et parle plusieurs langues, il est aussi très populaire sur les réseaux sociaux. On est très fiers d’être avec ce pilote.

Bruno Cammalleri : Comment va se poursuivre la collaboration entre Visa et la Formule E ?

Charlotte Desbons : Nous sommes très contents du partenariat. Cette course mondiale concentre des valeurs qui correspondent à Visa, marque connue mondialement, présente partout. Même si, jusqu’à présent, on a plus activé ce partenariat en Europe. On l’activera aussi probablement dans les autres régions du monde.

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