London - From Monday (24 September), a heavyweight campaign for Visa to launch its "contactless" payWave card will see Visa take over the largest number of London Underground station media in an outdoor campaign from an individual advertiser in the UK at any one time.
The campaign has been developed by Saatchi & Saatchi and the media has been bought by Mediaedge:cia. The out of home media planning and buying was through Kinetic.
With a team comprised of members from Saatchi & Saatchi, Saatchi Interactive and Saatchi & Saatchi X, the integrated campaign will include outdoor, press, digital and in-store work.
The campaign features an image of a barcode which passes over a Visa PayWave terminal morphing into speed lines which form a colourful wave graphic with the card at the heart of the ad. The graphic involves a unique combination of 2D and 3D modelling programmes to reflect the sense of speed attached to Visa payWave. Saatchi & Saatchi worked with Airside to develop the visuals.
Canary Wharf, Liverpool Street, Bank, Paddington and Waterloo stations will be the focal points for the campaign which will launch with an initial four week burst of activity.
Kate Stanners, executive creative director, Saatchi & Saatchi said: "We wanted a creative to reflect the innovative nature of Visa payWave and the speed and convenience it offers customers. The creative is beautifully simple and visually striking and works across all channels."
Joe Clift, vice president of brand management at Visa Europe said: "Londoners will love the speed and convenience of the card particularly in shops and food outlets at busy stations where Visa payWave can save them valuable minutes. Visa payWave is set to revolutionise how we pay in Europe and London is going to be at the forefront."