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Visa’s brief to Saatchi & Saatchi was for a launch Campaign for it’s new Paywave service across London to excite customers about the ease of their Paywave card and simultaneously encourage businesses to sign up and get the system installed. Using the insight that people’s time is precious when going to work, at lunchtime and when traveling home and by using the quicker Paywave transaction saved them time. “This was a nice thing from Visa” The BIG IDEA was “to Share the Nice”. This translated into ATL and experiential takeovers in Waterloo and Liverpool Street stations plus popup “trigger happy” type engagements across the city – all recorded and broadcasted online via YouTube and the Paywave website.

The Paywave website was the main portal for all education and information pertaining to Paywave payments, including – up to date mapping of business coming online – security information – payment processing – latest video uploads.