Visa launches contactless promotion campaign to further drive the adoption of usage of contactless payments in the country

14 March 2019

Visa on Tuesday launched a four-month promotion campaign, where Myanmar Visa cardholders stand a chance to win monthly prizes and one grand prize worth a total of 70,000,000 MMK when using Visa contactless cards at participating stores nationwide.                        

Visa also announced that the professional entertainer Sai Sai Kham Hlaing, will be the new face of its marketing campaign to promote digital payments in Myanmar. As the country progresses towards a digital economy and more consumers move away from cash, the collaboration with Sai Sai is expected to heighten awareness of the benefits of digital payments among consumers in Myanmar.

Lilian Wang, Country Manager for Visa Myanmar said “We see a lot of momentum in Myanmar in adopting digital payment as we see globally. Today, we really wanted to do more in terms of launching this campaign to bring the entire population and add a boost to the momentum. The contactless payment has taken not just Myanmar but the globe by storm.”

It is reported that there are six major banks which issue Visa contactless cards in Myanmar: Ayeyarwady Bank, Co-operatives Bank, Kanbawza Bank, United Amara Bank, Myanmar Apex Bank and Asia Green Development Bank. 

According to Visa’s Financial Education for Sustainable Growth Study1, 50 percent of respondents expressed high interest in using contactless payments, more than any other forms of electronic payments. Not surprisingly, contactless already accounts for more than 20 percent of total Visa card transactions in the country from 4 percent in March 2018.

To help drive contactless usage, Visa is launching the Visa contactless promotion campaign, where cardholders are eligible to win monthly prizes and a grand prize from everyday purchases made with Visa contactless card issued in Myanmar.  

Under this campaign 10 winners will be selected to attend a 'shopping challenge’ at City Mart Supermarkets. All cardholders are also eligible to win one grand prize, a Suzuki Swift, where winner will be announced at the end of the campaign. The promotion campaign runs from March 12 through until the end of June3 2019.

“I am incredibly proud to work with the global leader in payments," said Sai Sai Kham Hlaing, one of the most commercially successful artists in the history of Myanmar and the new face of Visa’s marketing campaign. “I have always wanted to push the boundaries to introduce innovative and novel music to my listeners. This partnership with Visa will allow me to continue to do what l do best be innovative.”

During a career spanning two decades, Sai Sai has achieved numerous industry accolades. More importantly, his music has played a large part in influencing the Myanmar pop culture scene.

In 2004, Visa Asia Pacific announced Visa Wave, the first-ever Visa contactless smart card that is fully compatible with global EMV smart card standard. Visa Wave represents a major milestone in contactless card payment and chip innovation. Payments are done via Radio Frequency (RF), much like those used in mass transit environments. By simply holding the Visa Wave card at a close range from the specially installed payment reader, the card will be detected.

Arker Kyaw