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CONTACTLESS PAYMENTS WITH VISA IN SOFIA’S PUBLIC TRANSPORT

SITUATION

The number of Sofia citizens and guests is growing along with increasing employment opportunities and tourist visits from all over the world. This leads to an increase in the daily mass transit commuting, further encouraged by fewer parking spaces, and growing Sofia citizens’ commitment to the environment.

Visa, the global leader in digital payment solutions, has collaborated with DSK Bank and the Sofia Municipality to roll out contactless payment options across Sofia’s city transport system, including both surface and underground services.

The advantages include enhancing travel comfort by eliminating the need for passengers to carry cash or wait in line to purchase tickets, thereby saving time. Additionally, the implementation of digital payments provides easier access for consumers to local businesses, boosting urban mobility and economic activity.

GOALS

  • Create awareness about contactless payments opportunities in public transport among wide and diverse target audiences
  • Overcome existing negative sentiments towards contactless payments among consumers and thus support increased usage of the new service in the public transport
  • Instigate interest of other big cities to digital payments in mass transit payment

STRATEGY

  • Conducting extensive awareness campaigns to inform the public about the ease, security, and benefits of contactless payments in public transport.
  • Addressing consumer concerns and dispelling myths about digital payments through informative content and direct engagement with key stakeholders.
  • Working closely with local government, transit authorities, and financial institutions to ensure a seamless and efficient implementation of digital payments.
  • Showcasing the success of the Sofia project to encourage adoption in other municipalities and create a model for other European cities.
  • Positioning contactless payments as a driver for sustainable urban mobility by reducing reliance on cash and minimizing transaction friction.

TACTICS

Commuters sentiments studies

  • Pre-launch study, commissioned by Visa, explored citizens’ sentiments toward contactless payments in public transport prior to the launch.
  • A follow-up study, also commissioned by Visa, assessed changes in citizens’ attitudes toward contactless payments in public transport one year after the launch.

Content development

  • Key messages
  • Infographic with main advantages and benefits for the citizens of Sofia
  • Video about Sofia mass transit project with the participation of Visa Country Manager, Sofia City Council Chairman, DSK Bank manager and consumers who already experienced benefits of the new service.

Media campaign

  • 5 press releases – 2 announcing the introducing of payments in over ground and underground transport, 2 concerning results of Visa survey on consumers’ sentiments and 1 about Visa conference in partnership with the National Association of Municipalities in the Republic of Bulgaria
  • 36 articles in 28 main national print and online media, representing all benefits and advantages of contactless payments in public transport for business and consumers
  • Special media projects in Business Week magazine, Capital Weekly, 24 Hours Daily, The City magazine

Digital Campaign

  • Campaign with two micro influencers (both with 5,6% engagement rate) who each published 6 posts and 6 storiespromoting the role of contactless payments in reducing air pollution in the city. The campaign targeted young, active working men and women (28-40y)
  • Communication via Visa and partners social media channels

Communication to municipalities and local businesses

  • Visa conference in collaboration with the National Association of the Municipalities in Republic of Bulgaria (NAMRB) for first-hand representation of digital payments in mass transit. Introduce benefits and advantages of contactless payments to the mayors of 26 regional cities and CEOs of municipal public transport companies.
  • Participation of Visa Country Manager in specialized forum Urban Mobility Summit organized by the City magazine, to present the benefits of contactless payments in mass transit.

RESULTS

  • Awareness of contactless payments in Sofia’s public transport grew from 31% at the beginning of 2022 to 58% by the end of the year, according to research findings and Visa data.
  • The share of regular public transport passengers using contactless payments increased from 6% at the beginning of 2022 to 28% by the end of the year.
  • Representatives from 26 municipalities explored the opportunities that contactless payments offer for local economies and communities, as well as the results following their implementation in Sofia.
  • Extensive media coverage – 118 press release publications and 36 specialized articles, with daily reach of 450,000. 12,800 video views from media publications.
  • The influencers’ campaign generated a total of 982 likes and 112 shares.

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