Visa pushes payWave card

Visa is marking the launch of its new payWave card with a new advertising campaign that breaks next week. The press, digital and in-store campaign has been created by Saatchi & Saatchi.

The payWave card allows consumers to pay by waving it in front of a secure reader. The ad campaign features two-dimensional and three-dimensional images of a barcode passing over a Visa payWave terminal and then transforming into other graphic effects to give a sense of speed.

The ad was developed by Saatchi in conjunction with Airside, the specialist moving image and graphic design company. Mediaedge:cia handled media planning and buying, while Kinetic was responsible for outdoor planning and buying.

The push for the “contactless” card will see Visa take over the largest number of London Underground station advertising sites by a single advertiser at any one time.

Visa Europe president of brand management Joe Clift says: “Londoners will love the speed and convenience of the card, particularly at busy stations.”

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