Whatever they buy, Vietnamese pay with cash. 94% of transactions are with money drawn from ATM machines. 4% with credit cards. Just 2% of payments are with debit cards (source: Visa VN Consumer Payment Landscape Report 2015-2016).

Millennials account for 30% of Vietnam's population (Nielsen 2017). They think Visa is for 'older' people. So not only do they rarely use debit cards, Visa is not even on their radar.

At the beginning of 2017, we helped Visa launch their cash conversion campaign. Accepted all over Vietnam, using Visa is convenient, easy and secure. They wanted us to help position Visa as the 'progressive' way to pay, in particular to the 27million tech-savvy, advertising cynical under 30s. And to grow their base of 1million+ active debit cards.

One studio. Nine dancers. 3 celebrity Facebook Live Sellers. Three weeks from concept approval to the first performance. Three live broadcasts at 7.30pm on 5 July, 12 July and 13 July. Facebook Live initially then the three stunts are hosted on our celebrity's Facebook pages on-going. 9.3million+: the potential audience of our celebrity's Facebook followers.

And this is only the start. In August, Visa will run more stunts with Uber and CGV cinemas across Vietnam.And made Visa the most talked about financial company on social media.