Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Thumb 0
  • Thumb 1

Visa
Cashless vs. Cash

RAN IN: Russia

CLIENT
Visa

AGENCY
PBN Hill+Knowlton Strategies *Lead Agency


SUMMARY

Today in Russia, many consumers still do not believe in the security of electronic payments and therefore prefer cash to cards. So how do we encourage people trust cashless innovative payments and not scare them? How to make sure that information about the benefits of cards is not perceived as moralizing? For us the answer was obvious - expose stereotypes associated with payments made with a card or smartphone, and push them in the battle with the benefits of cashless payments. Push in the real rap battles where everything is as honest and rigid as possible, giving consumers the opportunity to take one side. Who are you - a granny who chooses cash or a cool rapper who knows everything about innovations?

CASE VIDEO


Audience: The target audience of the campaign included: 1) women and men aged 20-45; 2) those who have a banking card, but use cashless or contactless payments rarely because they consider them unsafe; 3) those who use a banking card mainly to withdraw cash  

Objectives: Despite the fact that the younger generation uses electronic payments more actively than the older generation https://nafi.ru/analytics/beznalichnye-platezhi-rastut/, the fear of insecurity of cards is common among all segments of the audience (according to the previously quoted report by GfK for Visa). Therefore, Visa has set the following objectives: 1) increase awareness among older and younger audiences that electronic payments are secure 2) initiate short-term demand for information on safety of card products and contactless payment methods 3) engage the audience in a conversation on the topic of card security and contactless payments.  

Type: B2C

Language: English, Russian