Interac breaks new campaign
By Derek Winkler
Payment processing company Interac has begun a new campaign called “It’s Your Money” that presents debit payment as “a more intentional way to spend.” The campaign consists of out-of-home advertising accompanied by cinema, connected television, online video and digital executions, as well as social media and in-store materials. The creative depicts common purchases such as a doughnut or a manicure as significant financial decisions. The out-of-home ads will run near retail locations where such purchases are often made. The campaign also includes wrapped streetcars in Toronto, highway billboards and street posters. The campaign was developed by Lazer, with media work by Media Experts, digital support from Group SJR and public relations by Burson.
“[Previous campaign] ‘Tap Canadian’ gave people a reason to think about how they pay,” said David Hersh, head of marketing and brand at Interac. “‘It’s Your Money’ goes a step further. It’s about ownership, the idea that paying with your own money is an intentional act and not just a transaction. We wanted to show that in the most ordinary moments. When you choose Interac Debit, that choice ripples outward, and small businesses pay lower transaction fees so more of what you spend stays in their pocket and in your community. We think that’s the most Canadian thing you can do.”