TORONTO (May 16, 2022) – While many Canadians are familiar with Interac products, using them an average of 18 million times a day, they don’t necessarily understand what Interac does. The latest brand campaign wants to change that by reintroducing Interac as the digital authentication and payments technology company behind products like Interac® Debit and Interac e-Transfer®, and a suite of identity verification products.
The ‘We Geek Out’ campaign builds on the Interac InLife™ brand platform and shows how Interac helps simplify the complicated so Canadians can get more out of life. It is anchored by a lighthearted spot featuring the hero, a fictional Interac employee, who “geeks out” over how the company’s products really work when she encounters payment moments at a restaurant. These moments include paying the bill with Interac Debit, splitting the bill with Interac e-Transfer, and extending parking in an app with Interac Debit.
“At Interac, our teams are proud of how our products can play a role in helping to simplify the lives of Canadians,” said Matt Houghton, Director of Digital and Integrated Marketing at Interac. “By bringing that enthusiasm into the campaign, we’re able to reintroduce the brand in a way that underscores the importance of Interac products and explores how we are expanding beyond payments.”
The idea from the fictional spot is also brought to the real world with a hidden camera stunt. Shot in Montreal, an actor was captured explaining how he would be paying using highly-technical jargon in retail locations across the city. The extension, captured in English and French, was created for TikTok and Instagram Reels, and will run later in May following the launch.
The campaign is led by creative agency partner Zulu Alpha Kilo Inc. with media buying partner Media Experts. Executions include TV, online video, social, display and a creator program. This campaign also marks the introduction of a new sonic logo for the brand, part of a unique and distinctive sonic ecosystem. These were developed by Sixieme Son.
Wain Choi, Executive Creative Director, Zulu Alpha Kilo, said: “Simple ideas are always the best ideas, and we were inspired by how Interac products help simplify transactional moments, contrasted against the technology required to make that happen. This allowed us to take a new approach to how we speak about the brand proposition: Interac geeks out so you don’t have to.”
The campaign runs until June 19, 2022. To learn more, visit Interac.ca.
Interac Corp. empowers Canadians to access, spend and send funds whenever and from wherever they choose. With nearly 300 financial institutions connected to our network, we enable payment and ID experiences that support Canadians’ accelerated use of safe and digital payments while prioritizing interoperability, security, privacy and inclusivity. We are proud to be one of Canada’s leading and most trusted financial brands, with Canadians choosing Interac products an average of 18 million times a day to pay and exchange money. Interac champions workplace culture and corporate citizenship based on the principles of responsibility, diversity and inclusion. For more information, visit In the Know.
Client: Interac Corp.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
CD/Art Director: Vic Bath
CD/Writer: Dan Cummings
Writer: Vinay Parmar
Art Director: Ian Shwey
Account Team: Alyssa Guttman, Alexa Macdonald, Nina Bhayana
Strategy Team: Maxine Thomas, Spencer MacEachern, Patrick Henderson
Agency Producers: Clare Dietrich (Broadcast), Laura Dubcovsky (print), Tim Lynch (digital)
Clients: Andrea Danovitch, Matt Houghton, Meghan Jeffery, Leslie Vera, Matthew Beck, Rachel Kellogg, Kenny Johnston, Musaddique Rahman
Media Agency: Media Experts
Media Agency Team: Richard Ivey, Keaton Dale, Elizabeth Clarke-Joyce, MacKenzie McNevin, Matthew Traynor, Denise Lum, Jordan Young
French Agency Partner: The French Shop
French Agency Producer: Julie Lorazo
French Account Team: Andréanne Laroche, Thomas Dayon
French Creative: Mathieu Rolland
Digital Content Agency: SJR
Production House: Animals TV
Director: Ric Cantor
Production House Executive Producers: Miriana DiQuinzio, Chris Hutsul
Production House Line Producer: Gillian Marr
Post-Production Company: Zulubot
Editors: Jessie Posthumus
Zulubot Post Producers: Sarah Dayus
Studio Artists: Mila Lukezich
Transfer/Colourist: Wade Odlum, Alter Ego
Alter Ego Post Producers: Hilda Pereira
Audio: Toast & Jam
Director: Kai Koschmider
Engineer: Andrew McCready
Producer: Matt De Luca
French Audio House: Lamajeure
Music Development: Sixieme Son
Managing Director: Valentin Fleur
Photography: Norman Wong, KZM Agency