Case Study: Visa boosts Gen Z relevance with Imagination’s Live at Le Louvre experience

Live at Le Louvre

The customer Visa sought to resonate with Gen Z and younger audiences. The vendor Imagination addressed this challenge by creating a unique cultural event, Visa Live at Le Louvre, which served as the launch of Visa's new global music strategy.

Imagination produced a concert at the Musée du Louvre, featuring major artists like Post Malone. The solution required significant engineering to protect the historic venue. The event achieved 903 million total impressions, a 6% increase in relevance with Gen Z, and attracted 1.1 million visitors on Roblox. It also resulted in a new patronage agreement that opens the museum to Parisian children on Tuesdays.

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