PayWave card to launch in London

CliftVisa Europe is dropping its “Love every day” strapline in a heavyweight outdoor campaign to launch its contactless PayWave card.

The credit and debit card provider is thought to be spending more than £1m on a London-centric campaign created by Saatchi & Saatchi. It breaks in late September with an initial sixto eight-week burst of activity.

The ads will be focused in and around commuter hotspots, including Canary Wharf, Liverpool Street, Bank and Waterloo. It will also run advertising on the London Underground. The media planning and buying is through Mediaedge/cia.

Visa Europe senior vice president of brand management Joe Clift says the campaign will be “impossible to miss” in central London and the City.

The campaign aims to educate consumers how PayWave works and on its ease and speed. The ads will have the strapline “Visa PayWave. The fastest way to pay”, but will also include lines such as “pay in under a second” and “just wave and go”. Clift adds: “It is a strong, graphic treatment which is bright, bold and gives a message of speed.

Both Visa and Mastercard are launching “contactless” cards with member banks, which allow users to pay for purchases of up to £10 by “tapping” special terminals without signing or entering a pin number.

The systems will launch in London in October, with a national roll-out expected next year. Last week it was announced that 1,000 retailers, including Eat and Yo Sushi!, would offer contactless payments in the capital from the launch.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here