APACS unveils ads for signature-free cards

Saatchi & Saatchi is unveiling its first work for the banking industry body, APACS, with a £15 million multimedia campaign introducing "chip and pin" credit cards.

The ad launches the new credit and debit card security system, already in use on the Continent.

Over the next 12 months, banks will be rolling out chipped cards, which will hold bank details more securely. The system also gives consumers a four-digit pin number to key in when they are verifying their credit and debit card purchases instead of signing for them.

Launching on 15 March, one 40-second and three 20-second TV ads will run on national television across terrestrial and satellite channels. Print, poster, radio and online executions add to the line-up.

The ads show various scenes where numbers evoke feelings. The TV ads include shots of numbers on a roulette wheel, a P45 and a lottery ball.

The line "numbers can make you feel anything" flashes up on screen.

It then cuts to somebody paying with a chip and pin credit card and the line: "These numbers make you feel safe." The ad finishes with a voiceover saying: "Pin numbers are replacing signatures. Safety in numbers."

The print ads follow the same theme, and contain text explaining when and why the new system is being rolled out.

The ads were written by Joel Bradley and art directed by Phil Clarke.

Media planning and buying was through ZenithOptimedia.

A second phase of the campaign will be rolled out later in the year.

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