Summary
Visa Cashless payments, backed by its simplicity, security & convenience, helped consumers to overcome hesitation and enabled them to transition confidently into this new normal way of paying.
Challenge
In light of strict COVID-19 restrictions, the Indian Government urged its citizens towards digital transactions to avoid transmission of the virus via cash exchange. Visa took no time in appointing itself as the flagbearer of cashless payments through their Cashless Confidence.
Objective
Raise the awareness and intent to use Visa for e-Payments. Drive the perception that Visa takes the hassle out of paying.
Strategy
Indian market was amidst of changing payment behaviour so Visa accelerated this change to become the preferred choice for cashless payment. Visa's #CashlessConfidence aimed to show how people can continue to shop and pay for things digitally, be it medicines, groceries, food, or clothes, while simultaneously thwarting the risk of contracting the disease.
Data
The lockdown prompted people to shop online and additionally perceptions that cash is unclean nudged people to change their mode of payment to cashless.
Solution
Phase I: E-Commerce (TV & Digital) The campaign promotion started with E-commerce assets as India was still under lockdown. Relevant in-home purchases, such as online food delivery and online grocery were showcased. Phase II: Contactless (TV & Digital) The Contactless phase of the campaign was launched once the unlock-down was announced and the market gradually opened up.
Results
Increase in contactless penetration- 300% Growth in eCommerce transactions- 40% Reached audiences across 125+ TV channels. 90 Million views on YouTube. Generated engagements On FB & IG. Media Presence in the Indian Premier League.
