Twelve banks are participating in the consortium, and their advertising agencies were shortlisted to pitch for the business.
Burnett, which handles the Bumiputra Commerce Bank account, won the business following a creative and strategic shootout that included Euro RSCG and J. Walter Thompson. Burnett's sister media agency Starcom will handle media planning and buying.
David Mitchell, director of brand management at Leo Burnett, said the consortium was introducing the Payment Multi-Purpose Card in June at the behest of the Government.
According to Mitchell, the Government has stipulated that all 12 banks must be issuing the smart cards by the end of the year.
For the smart card's launch, Burnett has proposed a campaign that includes print, outdoor and radio advertising as well as direct marketing, public relations and event marketing.
The communication strategy will highlight that the card is both safe and convenient to use, according to Mitchell.
"Many people are cautious about things like this and feel more comfortable handling cash. The biggest thing we have to overcome is to assure people that it is safe and that nothing will happen to their money."
He said the card offered convenience as it could be used in automatic teller machines, as a retail debit card and each one "can have a pre-loaded amount (set in) the card for paying small ticket items such as parking and tolls.
