Visa has launched a campaign to educate Australians about the convenience and security of mobile payments.
Called ‘Urban Survivalist’ the campaign features comedian, Daily Show Correspondent and Crazy Rich Asians star Ronny Chieng, following him as he pays his way around Sydney using just his mobile phone.
Jac Phillips, head of marketing for Visa in Australia, New Zealand and South Pacific said while there’s strong demand for mobile payments among Australians, there is still some uncertainty about how they work and where.
“Australia is a nation of tappers – 94 per cent of Visa’s face-to-face transactions are tap to pay.
“Yet not all Australians know where they can pay with their mobile. They don’t realise they work just as cards to, at all contactless terminals. The one thing that most Australians have on them at all times is their phone so being able to use it to pay is great for consumers and retailers alike.
“We identified an opportunity to educate Australians about the convenience and security ofthe many mobile and wearable solutions available today. Protected by multiple layers of security, mobile payments really do make life easier for those of us constantly on the go,” said Phillips.
Urban Survivalist comprises three episodes and will air across TV, digital, cinema and outdoor from 21 January 2019. Directed by award-winning Australian television director, Erin White, the campaign was developed by creative agencies BBDO Sydney and New Zealand, in partnership with comedian Ronny Chieng and comedy writer Declan Fay. The paid media strategy was developed by Starcom.
“Urban Survivalist is a fun reality TV show spoof that aims to educate consumers around the benefits of paying with Visa on your mobile. We hope Australians will enjoy watching it, as much as we enjoyed making it,” added Phillips.