Visa launches major contactless campaign to show that it’s not just for ‘younger’ users

Visa has launched a multi-channel campaign to reassure an older audience that contactless payments are safe, as it attempts to reach the demographic with product placement in popular shows Emmerdale and Coronation Street.

The “Everday Way to Pay” campaign, announced today (2 Feb), will launch a new portal on Visa Europe’s UK website, named “Golden Spaces” which features videos, content and case studies to demonstrate the broad demographic now using contactless payments.

In addition, there will be a push in social media through the brand’s @visagoldenspaces handle and #contactlessBritain. Product placements will also appear on ITV where Visa Contactless devices will be seen on Emmerdale and Coronation Street.

Although there has been a growth in the use of contactless payment, research from The Logic Group found that 51% of respondents say security is more important than any other factor when paying, and two-thirds admitted that they were worried about having financial details stolen.

Penny Smith, head of regional marketing communications UK and Ireland says: “Until recently, there was an assumption that paying by contactless was something primarily done by younger debit card users. In reality, people of all ages across the UK are using Visa contactless to buy goods and services.”

Smith told Marketing Week the campaign hopes to give people who haven’t tried contactless the confidence to do so in the future, by placing transactions in familiar places on TV, such as the stores in popular soaps.

While the campaign encourages people to use contactless payments, the trend has been growing over the past year. According to statistics from the UK Cards Association, the amount of people using contactless increased by 275.5% from November 2013 to 2014.  The Logic Group research also found that 74% of British shoppers would prefer to use contactless payments in 2015.

Smith told Marketing Week that with the roll out of contactless journeys on Transport for London’s (TfL) travel network and the introduction of mobile contactless services, Visa predicts that British people could make as much as 500 million contactless payments between September 2014 and December 2015.

In 2013, Visa Europe’s chief marketing officer, Mariano Dima told Marketing Week that contactless payments had reached “tipping point” but that the group would need to keep training and educating consumers about the payments.

While in 2013, a similar TV campaign was launched to encourage contactless payments, this year’s campaign will focus on digital, social and radio to catch people on their daily journeys to raise awareness.

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