Interac Association: Story of Flash

Interac Association, a Canadian interbank network, encouraged Canadians to shift to using its brand to pay by creating a long-form video and out-of-home boards to evoke an emotional connection.

Campaign details

Brand: Interac AssociationAgency: Zulu Alpha KiloCountry: CANADA

Marketing Context

Despite being ahead of other contactless payment brands in consumer awareness*, Interac Flash lagged credit card competitors in usage. Only 26% of in-person POS Interac Debit transactions were Interac Flash versus 45% for contactless credit cards transaction**. As people move towards more innovative ways to pay, the adoption of Interac Flash as a modern way to pay within the contactless market became even more critical to keep Interac's position in the front, and not pushed to the back, of the wallet. Through this first-time...

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