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23 Jul 2012
Kaizo appointed by CitizenCard to bring payment first to market
Kaizo has been hired by CitizenCard to launch the first combined photo ID proof of age and Prepaid Visa card, available to 12 year olds and above, within the UK. The Visa Prepaid CitizenCard will now enable users to prove their identity and age, as well as pay for purchases online and in store, all via one simple card.
Andrew Chevis, CEO of CitizenCard, said:
“Kaizo’s experience at bringing new products to market alongside their integrated approach made them the right fit for us as we need to reach parents and young people with our messages. They are an agency that has proven experience at helping bring commercial success without above the line support in very competitive marketplaces – exactly what we needed.”
The card carries the Government PASS mark (proof of age standard scheme) recognised as valid ID by the Home Office, the Scottish Government, the Police and Trading Standards and is approved by Visa. CitizenCard has issued over 2 million proof of age cards in the last 13 years.
Rhodri Harries, Managing Director of Kaizo, said:
“It’s quite a coup to be launching this innovation in the financial services market, something that 12 to 21 year olds and older genuinely are asking for and will use. And it’s good news for parents as well, so generating media and social media recommendations which engage with both these groups is the key objective for us. Our programme is insights led with the views of cardholders playing a fundamental role in our campaign.”
The card displays the owner’s date of birth, but also an ageband (12-15; 16-17; 18+; and 21+ cards) so it’s easy to prove that users are young or old enough to access age-restricted goods and services. The actual card number also identifies whether a cardholder is over or under 18, giving it a new added level of security for retailers online, and provides reassurance to parents, with the under-18s card not working at age-restricted retailers, e.g. retailers serving alcohol or providing gambling services.
Under 16s need parental consent to apply for the card – and they can then manage their child’s account directly, providing further peace of mind and safety, whilst enabling more childhood independence and developing positive financial education. The perfect tool for providing pocket money, parents can set up a standing order to fund a child’s card and because it is easy to top up, parents know that their child can instantly have access to funds in an emergency, whether that’s transport home or if stranded while on a gap year. And, whilst young teens can make purchases online (e.g. cinema tickets), they do not work for retailers selling age-restricted items.
For those over 18, Visa Prepaid CitizenCard offers the perfect all-in-one card solution – providing photographic proof of age at retailers and in pubs and clubs, with the card having unrestricted use for online and offline payments. The card also allows greater financial stringency, helping young people avoid spending more than intended on a shopping trip or night out.
The Visa Prepaid CitizenCard costs a one-off application fee of £15 for delivery within one month or £30 for delivery within one week. For more details visit www.citizencard.com
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