Cashless Campaign.

Key Objectives

A nationwide, trilingual campaign was launched to promote understanding and adoption of cashless payments, aiming for a substantial shift from cash to card transactions and encouraging card usage even for small amounts. At the same time, the initiative sought to build merchant confidence in contactless payment technology to increase card payment acceptance.

Approach

C-Matrix implemented a multi-layered campaign that included the following measures:

• Consumer Engagement: Using the character “Tony Card”, the benefits of cashless payments were presented in a humorous way. TV spots, out-of-home measures, social media content, competitions, and a dedicated blog ensured broad reach and engagement.
• Merchant Integration: Development of a merchant toolkit and personalised profiles on the campaign website, emphasising the advantages of cashless payments for businesses. Feedback loops and surveys were set up to assess awareness and acceptance among sales staff.
• Campaign Optimisation: Continuous monitoring and refinement through user surveys, merchant acceptance evaluations and media tracking. Partnership with major retailers and industry stakeholders further strengthened the campaign’s impact.

Result

The campaign achieved a significant increase in the use of contactless payments, particularly for small transactions. “Tony Card” became a popular and relatable figure, adding an emotional appeal to the topic. Media coverage and agenda-setting helped raise public awareness of cashless payments, while merchants reported higher customer satisfaction and smoother payment processes.

The campaign was honoured with the prestigious CMA Contactless and Mobile Award and became a benchmark project for the digitalisation of payments.