Malaysian Media Awards Winners Showcase
2011 | Finalist | Best Use of Point of Sale
Advertiser: Visa Worldwide Pte. Limited Brand: Visa Debit Creative Agency: TBWA-ISC Malaysia Credits: Raymond Chin (Media Manager), Siew Wey Tyng (General Manager), Benny Chee (Marketing Manager, Visa Worldwide Pte. Limited), Loh Mun Yee (Group Account Director, TBWA-ISC Malaysia POS Ad Sdn Bhd)
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Challenge
Cash was the preferred method of payment in the market, especially for small purchases. Both the awareness and usage of debit card was very low in the market. The challenge was not only to increase the awareness of debit cards but also increase usage, especially for small purchases.
Solutions
Paying for items by cash is an ingrained habit in this market. To break a habit, an alternative has to be reminded at the time of payment. More often than not, cash is paid out of habit; hence it was critical to remind consumers to use debit when they were as close to the point of payment as possible. An incentive for using Visa Debit makes the appeal even stronger.
Execution
Visa partnered with Guardian, a nationwide chain of 300 pharmacy stores to brand their cash registers. Typical ticket sizes at Guardian Pharmacy stores are small and it was a perfect fit to demonstrate the convenience of paying through a Visa Debit Card. Added to the call-to-action was an incentive to enter a draw to win a grand prize of an Alza MPV for using the debit card.
Result
Consumers responded with 58,549 entries nationwide resulting in a 19% surge in the usage of Visa Debit card and 87% growth over the corresponding period of 2009. The media space thus created is a highly sought after one in the market now.
