VISA has an ongoing commitment to support to Hong Kong’s ambition to become a world-class smart city, by connecting the public transit systems to Visa’s payment network.

This reflects VISA’s mission: to build a truly ‘open loop’ system whereby everyone can choose how they want to pay for their journeys.

The tram, known to the locals as "Ding Ding" (叮叮), is a proud feature of HK’s culture and streetscape. We identified an unmissable opportunity to show how VISA can improve people's trips by transforming the way people pay for their rides.

With this campaign we sought to inspire both locals and tourists who visit Hong Kong to use this internationally recognized payment mean on Hong Kong’s most traditional transport.

On the long term, VISA seeks to promote daily engagement with consumers and continuously increase awareness of VISA payment options, by multiplying the occasions to pay with VISA.

Both residents and visitors who use public transportation in Hong Kong made up our target audience.

Since trams are particularly beloved by both locals and visitors, we chose trams as our primary out-of-home channel, fully owning the tram riding journey.

By promoting our message in some of the most well-known and busy locations in Hong Kong, we achieved high visibility across the tram journey, which culminated with a final call to action visibly placed next to the new POS machine in tram, offering $1 off for rides paid by VISA.

Edgar Cheung, the Olympic champion from Hong Kong and a member of Team Visa, was also chosen to serve as the brand ambassador for this campaign. He provided the voiceover and personally encouraged our viewers to use Visa when riding the tram.

We maximized the exposure of our announcement by amplifying the experience through digital and social media.

We set up a creative domination across Tram and Tram shelters to make the launch impossible to miss.

We decorated several Tram shelters in Times Square, Central, and the vibrant Causeway Bay shopping district's Hysan Place. From a distance, the shelter's roof attracted attention with a sizable replica of a Visa card and a brightly lit sign that reads, "Visa is now accepted on trams" (Visa登陸叮叮).

When the Visa Tramcar reaches its Tram Shelter, the decorated tram shelter and the five sensor-equipped Visa-blue Tramcars will activate the key message's lighting effect and a voiceover by Edgar Cheung, the Olympic champion from Hong Kong and Team Visa athlete, to highlight the synergy between the Tramcar and Tram Shelter combo.

With a campaign reaching virtually everyone in Hong Kong (90% 1+ reach) we truly brought VISA under the spotlight.

As a result, daily engagement with VISA – as measured by TOMA- increased by 5 points.

Total Visa payment volume on transit system (except air transport) in Hong Kong for the first nine months of 2023, already surpassed the totals recorded in the first nine months of 2022 and 2021.

From ILM survey, intent to use Visa contactless for public transport has increased by 140%

These results are important steps to make the city greener and more connected, a strong move to make Hong Kong as a world-class Smart City!