Visa Contactless cards have made their way into the wallets of thousands of bank customers. Whilst many have adopted this new and easy way to pay quickly, others are less aware of the service or have yet to give it a go.  Our challenge was to find a compelling reason for Barclays customers to use Visa contactless and Starbucks was a potential partner.


It was important that whatever we did, it needed to feel simple and clever...just like contactless. So we came up with the concept of the 'Cupgrade'. 

This promotion encouraged Barclays' inactive contactless card customers to try out the new touch and pay service the next time they visited Starbucks. The reward…a free 'cupgrade' to the next size up of their favourite drink. The campaign ran across social platforms, instore and a variety of bank channels.


  • Campaign content films
  • Instore creative
  • Activity through bank channels
  • Digital assets
  • Social media campaign


  • Contactless payments over this period increased from 1 in 25 to 1 in 7
  • Starbuck's contactless transactions increased to 38% of all payments made