This case illustrates how Visa tackled the irrational fears that Singaporeans had about online shopping. Instead of bombarding shoppers with rational messages on Visa’s security features, we realised that we were looking at an irrational phobia that required an imaginative and sensitive treatment.
We gave this fear a name – “Hover Finger” – a quasi-medical condition with clear behavioural symptoms and causes. “Hover Finger” is the inability to complete an online transaction due to fears about online security; named after the way the finger hovers above the “PAY” button in a state of hesitation and mental conflict.
We popularised this condition through social and influencer channels and as a result, conversations and debate flourished around “Hover Finger”. We made people realise they were not alone and that it was normal to have concerns about online payment security. We then presented Visa as the solution to “Hover Finger”, giving nervous online shoppers what they needed to proceed to “Checkout” fully cured and ready to pay for their purchase.
Through a clever combination of offline and online channels, we were able to reach and persuade many people to use Visa online. We got 13% more Singapore Visa cardholders to start shopping online and grew online spends on Visa cards by 14.5% across 6 months (Source: VisaNet, 31st Dec 2014).