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Visa launches Singapore leg of payWave campaign

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Visa has launched its Visa payWave Singapore campaign, specifically developed to speak to a uniquely Singaporean audience.Created by BBDO and Proximity Singapore, the campaign that is targeted at Singapore’s heartland consumers will roll out on TV, OOH, digital, cinema, and social media.The campaign introduces a character named ‘Uncle Sim’ – a friendly neighbour who loves to share advice on how to make life simpler and more convenient. The Uncle Sim campaign was developed to communicate the benefits of using Visa payWave to promote its usage in Singapore.For example, the campaign demonstrated that consumers could buy items across Singapore with Visa payWave instead of cash.[embed]https://youtu.be/nox_r6g5PFo?list=PLA3Sj0w_PGV-WyCTS3iMElfxAzB6sgWgY[/embed]“With this new “go cashless” campaign, we are directly reaching out to consumers from all walks of life to share that it is so simple to pay with Visa payWave,” Ooi Huey Tyng, Visa country manager for Singapore and Brunei, said.Chris Willingham, CEO, BBDO Singapore, said, “Visa payWave is already a way of life for many Singaporeans but this work will introduce its benefits to a broader audience. It’s been great working with our clients on a campaign with a uniquely Singaporean character at its heart – we think Uncle Sim will resonate with many people, as will his message.”

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