Called "Urban Survivalist" the campaign features comedian, Daily Show correspondent and Crazy Rich Asians actor Ronny Chieng, following him as he pays his way around Sydney using just his mobile phone.
Jac Phillips, head of marketing for Visa in Australia, New Zealand and the South Pacific, said while there was strong demand for mobile payments among Australians, there was still some uncertainty about how they worked and where.
“Australia is a nation of tappers – 94% of Visa’s face-to-face transactions are tap to pay. Yet not all Australians know where they can pay with their mobile. They don’t realise they work just as cards to, at all contactless terminals. The one thing that most Australians have on them at all times are their phones so being able to use it to pay is great for consumers and retailers alike.
Urban Survivalist comprises three episodes and started airing across TV, digital, cinema and outdoor from 21 January.
Directed by award-winning Australian television director, Erin White, the campaign was developed by creative agencies BBDO Sydney and New Zealand, in partnership with Chieng and comedy writer Declan Fay. The paid media strategy was developed by Starcom.
“Urban Survivalist is a fun reality TV show spoof that aims to educate consumers around the benefits of paying with Visa on your mobile. We hope Australians will enjoy watching it, as much as we enjoyed making it,” Phillips said.
In addition to the new content series, Visa says it is encouraging Sydneysiders to activate mobile payments by selling coffee for 5 cents to anyone paying with Visa on their mobile, from a cart at Manly Wharf. The activation will run on 18 February and 22 February between 6.30am and 9am.