With the rapid development of different types of mobile payment tools in Taiwan, early adopter youngsters who are willing to try these have a great number of options. Visa, being the top brand of payment technology services, needed to strengthen their leadership role and drive usage among these younger generation. In order to achieve that our Ads had to change: utilizing unique interest points of young people to communicate our Visa tap-to-pay technology.

Nowadays young generation takes new technology services for granted, high speed and convenience are merely the basics. Thus, in order to make them interested, we had to show the fun part of it! The short films showed crazy but innovative ways of using tab-to-pay, making payment no longer an annoying process but a fun pleasure.

We choose young peoples leisure activities and payment occasions as the main topic and created some humorous videos by leveraging iconic stars or celebrities’ signature action. Emphasizing the fun and interpreting tap-to-pay, which they are already familiar with, in an unexpected way. The videos were spread via social media, targeting respective interest groups.