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 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.

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.