With the holiday season upon us, retailers are gearing up for the busiest spending activity of the year. In an effort to ease the payment process during this key spending season, Interac has launched a multi-media campaign that focuses its messaging on new technology-based payment solutions.
The video and in-cinema portion of the campaign demonstrates the shift in payment behaviour by introducing a local musician who notices that the people in the community are paying for their items using Interac Debit on card, mobile or watch. The musician realises the world around him has changed since no one has cash to put in his trumpet case. In a heartfelt twist, he receives Interac e-transfers at the end of the film from all his regular fans in the neighbourhood.
(Check out the OOH work at the bottom of the story.)
Andrea Danovitch, AVP Marketing & Brand at Interac Association/Acxsys Corporation, also notes that “with the usage growth of digital payments increasing over the past few years, it made sense to emphasise the consumer’s control over their wallets by using their own money – especially during this time of year.”
In addition to speaking to Canadians about these new payment methods, Zak Mroueh, founder & Chief Creative Officer says the campaign “brings forth an emotional element of coming together during the holidays. It’s a great follow up from the launch of the ‘own your world’ brand evolution.”
The campaign also includes targeted and mass digital and social, along with out-of-home billboards, in-cinema takeovers, digital animated screens and banners, all emphasising the convenience of digital payments. The campaign is being supported by a national media buy handled by Media Experts.
The campaign is expected to run until December 31st.