Award: CAMPAIGN AWARDS \ C14. Issues, Crisis or Reputational Management

Visa is a global payments company that has introduced Visa payWave, a contactless payment solution that enables consumers to wave their contactless payment enabled cards at point-of-sale terminals to make payment quickly, conveniently and securely without the need for a PIN or signature for transactions below RM250.

In late 2016, as the central bank of Malaysia, Bank Negara Malaysia, announced its mandate for banks to enable all payment cards to be chip enabled, we started seeing videos and social media posts alleging the lack of security for contactless payments. As the misinformation spread to include news in traditional media, Visa embarked on a public relations campaign to correct the misconceptions of the public.

In order to regain consumer confidence in using Visa payWave, Visa sent out a media brief, created a video and positive stories debunking the myths and false reports regarding payWave through traditional media, online and blogger engagement; and engaged top-tiered media in one-on-one thought leadership interviews with Visa’s Country Manager for Malaysia.

The campaign was a success as there were no new rumours and positive publicity increased with payWave transactions charting strong double digit growth month-on-month since topping 2 million transactions a month in November 2017.