Visa has enlisted Crazy Rich Asian star Ronny Chieng for its new campaign.
Visa has partnered with Colenso BBDO & Clemenger BBDO Sydney to launch its own reality show Urban Survivalist, starring Australian comedian Ronny Chieng.
Urban Survivalist puts Cheing, from Crazy Rich Asians, in a foreign city for a day to see how he survives with no warning and no wallet. However, he is armed with his phone, allowing him to easily navigate the cities.
Visa head of marketing ANZ Jac Phillips said the campaign seeks to highlight the convenience of Visa mobile payments.
“We’ve put humour at the heart of our approach. Data tells us humour is a key driver in generating brand fame and driving effectiveness,” Phillips said.
“To help bring the comedy and the fame, we knew we had to work with a well known comedian and who better than rising global star, Ronny Chieng.”
The series rolls out across TV, cinema and premiers exclusively on the internet. It will also be supported by an activation at Manly Wharf in partnership with Pedestrian TV.