VISA Case Study

Category
Case Study
Written by
Fanny Rahmasari
Published on
June 3, 2022

Visa deploys retail marketing campaign to encourage users to use Visa contactless cards for payment, and cultivate the habit of tapping their Visa contactless cards instead of giving cash.

The brief

Visa has been our existing client since 2017. In 2022, Visa plans to continue its integrated campaign to educate people about the advantages of using a contactless card. The integrated campaign will combine offline and online activity. For the offline activity, Visa plans to deploy a retail marketing campaign to educate all stakeholders about the benefits of Visa contactless cards, encourage users to use Visa contactless cards for payment, and cultivate the habit of tapping their Visa contactless cards instead of dipping or giving cash.

The solution

To make the most of Visa Contactless Campaign 2022, HotButton Indonesia implemented a fully integrated 360 in-store communication solutions that cover in-store media, demo & activation as well as in-store TV. Our multi-touchpoints at the entrance of the stores include Digital Poster, Standing Banner and Trolley Ad to welcome shoppers and inform them that Visa Contactless can be used here.

Also, in Visa's flagship Hypermart stores, we deployed 'Visa Assistant', a Brand Ambassador to assist shoppers to participate in VISA CONTACTLESS TREASURE HUNT. As shoppers enter the stores, they'll discover Visa Contactless branding in the fresh grocery area. This includes shelf partitions with LED and audio mechanisms, aisle gates, pillar branding, and contactless installation functioning as hand sanitizers located in fresh grocery area. These explain benefits of using Visa Contactless, as well as invite shoppers to participate in a QR hunt.

Visa Contactless branding for cashiers emphasizes that shoppers can use the service at this point in the shopping journey. Media include In-Store TV, Sneeze Guard, Cashier Desk Ad, Hanging Banner, Tent Card and Floor Sticker. In addition, we also organized in-store activation to educate shoppers on Visa contactless technology at Kemang Village Hypermart (Visa Flagship Outlet) with a fun digital treasure hunt. Shoppers can scan QR codes displayed on in-store media branding and they will be taken to the microsite where they can play games and win prizes.

The result

The campaign was implemented in 10 Hypermart stores, 10 Hero stores and 5 Lotte Mart stores in Greater Jakarta.

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