VISA Global Product / Brand XP & Global Campaign
Sustainable cities
Moving cities one transaction at a time
Insight
Mobility goes beyond transport
Contactless payment and mobility apps help people move faster and more easily in cities. By increasing the adoption of more sustainable travel, use of public and shared transport, VISA can help decrease pollution and improve the quality of life of people and communities.
Challenge
How to influence adoption of contactless payments for travel?
Idea
Make it fun. For everyone.
We feel discouraged and apathetic when faced with the daunting scale of our planet's environmental challenges. Research found that the best way to motivate people is to make a task achievable, rewarding and fun. We developed a series of B2B2C concepts hinging on fun and participation:
From a gamified experience, turning cities into giant live game boards where people could play by using the contactless payment for transport…
…to an interactive, collective landscaping experiment - turning iconic landmarks like the Golden Gate into urban gardens whose growth was influenced in real-time by contactless transactions.
Impact
Earth Day and beyond
The strategy and concepts were developed in January 2019 with go live for Earth Day, in April, however the pandemic imposed global restrictions on any travel.
Deliverables
research on people in global cities and their needs
research on local and transport authorities and their motivations
trends research in future of transport and urban planning
market research on mobility and digital payments
creative strategy
KPI framework