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Interac debuts InLife branding

Payment processing company Interac has begun a rebranding initiative intended to reflect the “evolving priorities and ways of paying” of consumers. Called “InLife,” the new branding is intended to depict consumers being in control of using their money. The branding is aimed at a younger, more technological audience. The new tagline and visual identity will be introduced with a launch campaign developed by Zulu Alpha Kilo of Toronto. Media work will be handled by Media Experts.

The campaign will feature depictions of consumers “living an Interac Life.” One execution depicts a young woman who leaves the city to live and work while traveling in a van. Another depicts a woman who operates a business refurbishing vintage objects and receiving payment via Interac. The campaign also includes influencer relations and social media activities, as well as a behavioural science study conducted by Hill&Knowlton Strategies.

“After this challenging year, Canadians see themselves depicted in the new brand, creating meaningful experiences and embracing simplicities that help them get more out of life,” said Andrea Danovitch, associate vice-president of marketing and branding at Interac. “Through research we heard clearly that Interac plays a pivotal role in providing financial control and confidence along the path of life. As our business evolves, the ‘InLife’ platform sets the stage for the changing way that Canadians are digitally transacting. Interac wants to continue to be the intersection point for enabling these life experiences.”

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