Visa Fest Track.

A behaviour-led campaign designed to accelerate the adoption of mobile wallet payments in Portugal. We partnered with Metro de Lisboa to turn everyday commuting into an opportunity to experiment with mobile payments, offering €0.01 metro rides when paying directly with a mobile wallet. From the strategic platform and partnership concept to the campaign identity, communications and digital activation, we created an integrated experience that connected Visa to a real-life behaviour and made mobile payments more tangible, useful and rewarding.