New Uncle Sam Visa PayWave Campaign Launched By Visa & BBDO

Visa has launched its latest Visa payWave Singapore campaign, the first of its kind 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.

Visa payWave has been a leader in the contactless payment category in Singapore since it was introduced in 2007. While many Singaporeans own a Visa payWave card, they may not be using it as they are unaware of how easy and convenient contactless payment is.

The new Uncle Sim campaign was developed to communicate the simple benefits of using Visa payWave so that there will be higher penetration of contactless payments in Singapore. For example, the campaign showed that consumers could buy daily use items across Singapore in a simple and convenient manner without having to fumble for cash.

“Our new Visa campaign introduces ‘Uncle Sim’, an original character created specifically for Singaporeans to share how simple it is to make your life easier with Visa payWave. Uncle Sim is that Uncle every Singaporean knows, the friendly neighbour who loves to share advice on how to make life simpler and more convenient.

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,” said Ms. Ooi Huey Tyng, Visa Country Manager for Singapore and Brunei.

Chris Willingham, CEO, BBDO Singapore, adds, “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”.

View Uncle Sim’s ‘So simple’ tips here: www.visa.com.sg/unclesim