Interac Association has launched a new campaign to show Canadians how far payment technology has come today, and where it’s heading.
Developed by Zulu Alpha Kilo, the campaign centres on a 60-second spot that captures the wonder of this new era through the eyes of a boy. The boy curiously follows a mysterious man as he goes from store to store, seemingly not paying for anything. In the end, viewers learn the man was making virtual payments.
Some of the payment methods featured are available from Interac today, including mobile transactions and paying through a smartwatch, said Andrea Danovitch, director of marketing and brand at Interac Association. Others are a nod to the future, including the retina scan and “internet of things,” which is illustrated when the mystery man pays for gas from the dashboard in his car.
“We recognize that through a child’s eyes, a lot of these things do seem amazing,” said Danovitch. “But by the same token, standing in lineups at stores today, there are still people who say, ‘wow, I didn’t know that you could pay with your phone.’ I think [the spot] was just a nice way to look at it and be able to capture some of that wonder and amazement.”
The campaign is a continuation of Interac’s “Be in the Black” campaign, which touts the benefits of using your own money rather than credit cards. “We’ve used emotionally rich storytelling to talk about the benefits and why it feels good to use your own money,” said Danovitch. “This is another way to talk about using your own money, wherever and whenever you most need to.”
The campaign also includes a 30-second spot, 10-second cut-downs optimized for social media platforms, and digital OOH.
Media Experts was the media partner agency. French adaptation for the Quebec marketplace was handled by Tank.
