The campaign, which runs in the UK from March to May, recognises and harnesses that sense of achievement people feel when they begin to use contactless and realise that they need no longer be dependent on cash for everyday purchases. The campaign is the latest step of Visa UK’s long term strategy to make cash “peculiar” by 2020.

The campaign is focused on encouraging consumers who are light contactless users, or those who are yet to use contactless in their daily lives, reassuring them of the ease and simplicity of use. The series of ads demonstrates contactless as the new normal way to pay for everyday items as part of their daily routine; such as buying essentials from their local shop or a drink in a pub. Visa is looking to influence the breadth of contactless usage, giving cardholders the confidence to try it. Target industry sectors for the campaign include: independent shops, newsagents (CTN), non-supermarket grocery stores and cafes and pubs.

The campaign includes ads across radio, digital, social and outdoor, at high impact sites. Radio slots will be running on stations across the UK, with voiceovers provided by those reassuring and established figures: Joanna Lumley and Brian Blessed; who have humorous exchanges in stores, while making a contactless purchase. Photography was supplied by Alex Telfer for Peter Bailey with Geometry Global as the creative agency and media agency MEC. Product placement during flagship ITV soaps: Coronation Street and Emmerdale; will continue throughout the year, further reinforcing trust and ubiquity.

Kevin Jenkins, Managing Director of Visa UK said: “Contactless payments now constitute 20% of all transactions, making it the new normal for payments. This campaign will encourage those consumers who are yet to discover the ease and simplicity contactless to discover their cash-free “pride”.