VISA MAGIC BEEP

TitleVISA MAGIC BEEP
BrandVISA WORLDWIDE PTE LIMITED
Product / ServiceVISA PAYWAVE
CategoryA03. Long-Term Creative Effectiveness
EntrantBBDO MALAYSIA Kuala Lumpur, MALAYSIA
Idea Creation BBDO MALAYSIA Kuala Lumpur, MALAYSIA
Production DIRECTORS THINK TANK Petaling Jaya, MALAYSIA
Production 2 FUSE ASIA Petaling Jaya, MALAYSIA

Credits

Name Company Position
VJ Anand BBDO Malaysia ECD
Chow Tatt Ho BBDO Malaysia Art Director
Mindy Lim BBDO Malaysia Copywriter
Asran Zakry Zainuddin BBDO Malaysia Account Director
Victoria Kovalan BBDO Malaysia Account Manager
Clinton Chai BBDO Malaysia Designer
Nisha Khirudin BBDO Malaysia Executive Producer
Rafiq Ridzwan BBDO Malaysia Planning Director
Syaza Abdur Rahman BBDO Malaysia Strategic Planner
Rajay Singh Directors Think Tank Director
Heng Tek Nam Directors Think Tank Executive Producer

Brief Explanation

This campaign showcases the long term effectiveness of an engaging piece of content. The video kick-started a year-long campaign to increase awareness and encourage usage of Visa Contactless payments (Visa payWave). This campaign faced a lot of challenges which include lack of consumer knowledge on the product by the, security concerns as well as conflicting messaging from government bodies encouraging the use of PIN when making transactions. However, with the heart-warming video as well as other supporting communications, we managed to overcome these challenges and achieve 100% increase in Visa payWave usage among consumers, as well as changing their mindset and behaviour in using Contactless payments. We even managed to convince a majority of cashiers to use the word "payWave" when asking the customer on their preffered method of payment, making Visa payWave synonymous with Contactless payments. The video also was well received in the region, with it being adapted for use in more than 7 other Visa markets in Asia as well as by Partner Issuers. This campaign exemplifies an effective and engaging content which was loved by all.