EMV technology, which refers to a payment standard that provides stronger security against counterfeit fraud than traditional mag-stripe cards, rolled out to consumers across the U.S. from 2015-2016. This signaled a major change in the way people pay and Visa, as the largest credit card distributer, wanted to help.
Increase awareness and understanding of EMV chip technology amongst Visa cardholders to ease the transition to the new payment standard across the US.
People have not had to think about the way they pay for years, if not decades. Swiping is a deeply ingrained behavior. Knowing why chip technology matters to them would eventually help them get off auto-pilot.
Through bite-sized content, help people learn that the tiny chip on their new cards provide a great deal of protection for them.
A social-lead campaign with animated videos designed for people's short attentions spans that educate them on the benefits of chip cards, so that once they have to change the way they pay, they understand why – and that Visa has their back along the way.
One of the videos:
This highly-efficient campaign drove significant lift in ad recall (+10%) and security brand perception (+4%), meeting the objective of increasing awareness and understanding of Visa chip technology amongst consumers who have never had to think about they way the pay. (Source: Nielsen Brand Effects Study)