Why is this work relevant for Integrated?

The Contactless Visa Card campaign was an integrated one covering TV, OOH, Digital, Social Media, TV as well as online influencers.

Background

While post-demonetization India has witnessed the widespread uptake of digital payments, there still lies a long road ahead of us to become a less cash-dependent economy. Enter the world of contactless payments! Despite increased awareness and usage of card payments, consumers habitually reach out for cash, under the pretext of cash being the quicker way to pay. What did we set out to achieve? We wanted to drive the shift from Cash to Contactless payments leading to increased face-to-face penetration. We had three tasks ahead of us: A) Get people to ask for contactless Visa cards from the bank B) Drive usage with respect to every day spends & C) Make contactless Visa payments the new habit.

Describe the creative idea

The ad film communicates convenience and the ease of making payments through a contactless Visa card, thereby addressing inertia. We used slice of life visuals depicting everyday tap situations paired with a traditional fusion soundtrack track that was relatable, authentic and captured the brand’s ageless progressiveness and unbound spirit

Describe the strategy

We mapped consumer data with interests, using in-house data tools. On social we deployed platform forward content, led by data and targeted the right audiences dynamically. In addition to this, we also cut edits based on the geographies of OOH properties.

Describe the execution

We created a montage style film with a library of tapping situations, depicting consumer & merchant behaviour, with a unique sound arc and a New-age Indian fusion soundtrack composed by renowned music director Mikey McCleary. It was cut to the rhythm of life and created branded assets with client and merchant partners in the process. We executed a 360 campaign with a digital OOH approach, social media marketing and contextual branding. Issuers, partners and merchants adapted our work, and carried the narrative forward.

List the results

We created a campaign, which contributed significantly towards a digital India. By changing user behaviour from using cash, we had them tapping to the beat first and then tapping to pay with Visa! The campaign reached 700 Mn people in India. It delivered 90 Mn complete views (86% completion rate) on OTT platforms and has 23.20 Mn complete views (73% completion rate) on YouTube in just a matter of 33 days (8th June 2019 to 29th July 2019). Love for our soundtrack poured in, with several users searching how to set our soundtrack as their ringtone.