Visa Inc. earlier this month launched an online advertising campaign to promote debit card use among young adults in Latin America. The “I Go with Visa Debit” campaign, which ends April 12, is designed to educate young adults on why using debit cards for payment is faster, more convenient and more secure than using cash, Visa says.
The campaign is a key way to connect with younger consumers who come from a generation of innovation adopters who will become natural users of electronic-payment products, according to Vicente Echeveste, head of consumer products for Visa Latin America and the Caribbean. Debit card use in the region is gaining momentum, as Visa debit transaction volume has grown 33% in the past five years, he said in a statement. “Our major priority continues to be migrating ATM transactions to the merchant location, where consumers can best experience the benefits of debit.”
The campaign targets online and social-media networks and encourages young consumers to participate in a contest in which members of dedicated Visa online communities in Mexico and Brazil will select the winners. The contest asks consumers to express in a video why debit cards are better than cash.
The campaign is leveraging Visa’s sponsorship of the FIFA World Cup by offering the winner a trip to the sporting event in South Africa later this year. Runners up can win prepaid Visa cards up to US$500.
Community members who vote can win prepaid cards worth US$50 to US$150. Only consumers in Brazil and Mexico are eligible to win prizes. Consumes in other Latin American countries can view the videos and vote but cannot win prizes.
