The Campaign

We choose to link the advantages of tab-to-pay technology “fast”, “free” and “contactless” with young people’s typical behaviors like “taking selfies” or “imitating heroes” to create exaggerating videos that demonstrated the fun of Visa tab-to-pay technology.

Creative Execution

We choose young peoples leisure activities and payment occasions as the main topic and created some humorous videos by leveraging iconic stars or celebrities’ signature action. Emphasizing the fun and interpreting tap-to-pay, which they are already familiar with, in an unexpected way. The videos were spread via social media, targeting respective interest groups.

The video has just been uploaded recently, not allowing us to measure effects yet.

While most competitor communication was emphasizing speed and convenience, we realized that the rational advantages of new payment services are already understood by the younger generation and any further communication around them would be redundant. Therefore, we decided to work towards the emotional benefits and try to deliver the fun of using this new way of payment through short online videos.