VISA payWave

TASK: Grow credit card “tap” transactions (purchases under $100)
STRATEGY: Encourage behaviour change by demonstrating the everyday benefit of tapping

PROBLEM: “Financial wisdom” dictates credit is for big purchases, and cash is for everyday items
TRUTH: Visa’s card tap feature lets you “fast forward” through the payment process
PROPOSITION: Visa payWave lets you pay it fast

RESULTS:
• +15% year-over-year card tap transactions
• 2016 Midas Awards, gold (1x) and silver (3x)
• 2016 Marketing Awards, bronze
• 2016 Effies, finalist