Be in The Blackx
Interac Be in The Black
Strategy Magazine - Cassies 2017
By early 2014, Interac’s core business was under competitive threat from credit card campaigns aimed at small purchases, niche players such as Square and PayPal, along with co-branded debit cards and Visa Debit. With a decreasing share of mind, Interac needed to be relaunched to improve brand awareness, relevance and motivation.
Strategy and Media Used:
Launched in the Spring of 2014 and running for more than two years – the “Be in the Black” campaign positioned Interac as the everyman’s antidote to credit cards and debt, calling for Canadians to choose to make purchases with their own money and feel amazing for doing it. The media strategy was focused on reaching consumers in front of retailers with various out-of-home formats and at point-of-purchase. The campaign was amplified via Twitter and Instagram while retailer partnerships targeted a younger demographic.
Interac achieved 4.7% transaction volume growth from June 2014 to May 2015, and a 5.5% in the following 12 months. Interac’s brand equity was positively impacted by the campaign – Interac maintains the top-of-mind awareness position of 62%, clipsing Visa (57%). MasterCard (52%) and AMEX (49%).
Read more: http://cassies.ca/entry/viewcase/33682