In new campaign by Saatchi & Saatchi MEA, Visa hosts graduation ceremony like no other to deliver key message
Posted on 2022 Nov,10  | By ArabAd's staff

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It’s FIFA World Cup season, and Visa, the global digital payments brand, has released a new addition to the Visa "Stay Secure" campaign. 

From its 2022 consumer survey, Visa found that about one third of consumers are unable to identify and avoid potential payment-related fraud. As payments get more dynamic, and fraudsters more complex, consumers are becoming increasingly vulnerable to cybercrime. 

The campaign comes from a simple insight: People often times learn about cybersecurity, and how to be careful about their online practices after they’ve fallen victim to fraud. 

That’s why Visa decided to tackle awareness about cybercrime.

With the FIFA World Cup Qatar 2022  around the corner and cybercriminal activity expected to increase, Saatchi & Saatchi MEA created this light hearted campaign that shows a graduation ceremony where Visa grants certificates of learning to those who fell prey to scams while delivering their key message - “May you learn the easy way. Never the hard way.”

To further drive home the message that no one should have to graduate for something like this, Visa also provided tools and tips for learning that would help people learn the easy way.

Part of the Class of 2022 were key influencers such as Kris Fade, Nada Baeshen, Mohanad AlHattab, Manal Marvelous and Ahmed AlNasheet, all of whom had experienced these kinds of scams.

“This initiative is light-hearted in its execution but sincere in its intent. Falling victim to a scam is more common than we’d like to admit but starting a conversation around the things we can do to avoid it is essential to help reduce that number,” explains Gautam Wadher, Executive Creative Director, Saatchi & Saatchi Dubai.

“Visa believes it has a responsibility to educate consumers and come up with fresh, interactive ways to engage with and reach them with resources to help them stay secure.  It’s especially important now, with FIFA World Cup Qatar 2022™ kicking off soon, when we’re expecting cybercriminal activity to increase. That’s the idea behind this new addition to our Stay Secure platform, and we hope it encourages consumers – in a fun and creative way - to become experts in their own digital security without learning the hard way,” says Olga Ivanova, Visa’s Head of Marketing for GCC.

For other consumers to learn the easy way, Visa connected its audience to online resources through its existing Stay Secure platform where education material can be found with tips and lessons on how to stay secure with Visa while enjoying the benefits and convenience of eCommerce and contactless payments. 

Through the campaign, Visa and its partners hope that consumers all over the region #LearnTheEasyWay, never the hard way.




Brand: Visa Middle East
Agency: Saatchi&Saatchi MEA
Head of Marketing, GCC, Visa: Olga Ivanova
Marketing, GCC, Visa: Danielle Jamal
Corporate Communications, GCC, Visa: Anna Shulga
Head of Saatchi & Saatchi UAE: Ramzi Sleiman
Chief Creative Officer: Sebastien Boutebel
Executive Creative Director: Gautam Wadher
Creative Director: Alok Mohan
Senior Art Director: Eduardo Cesar
Copywriter: Rebecca Ann Menezes