Interac wants consumers ‘Back in the Black’

Interac has launched a new brand platform and campaign, “Be in the Black.” The platform extols the benefits of using your own money for everyday purchases instead of paying with credit cards (a behaviour encouraged by brands such as Visa in recent years) “Canadians are debt-laden and they’re becoming more and more fragile and susceptible […]

Interac has launched a new brand platform and campaign, “Be in the Black.”

The platform extols the benefits of using your own money for everyday purchases instead of paying with credit cards (a behaviour encouraged by brands such as Visa in recent years)

“Canadians are debt-laden and they’re becoming more and more fragile and susceptible to economic shock,” said Rob Feightner, group account director at Zulu Alpha Kilo, agency of record for Interac Association. “The call to action behind ‘Be in the Black’ is we want Canadians to take back control of their money and their financial destiny. There is a role Interac can play in that and we’re part of the solution.”


In the first national campaign under the new platform, a TV spot demonstrates how good it feels to pay with your own money. Set to AC/DC’s iconic song “Back in Black,” the ad shows that Interac users feel amazing—almost like rock stars—when paying with their own money.

“With the first campaign, we’re trying to bring the swagger back to the notion of using your own money,” said Ron Smrczek, executive creative director at Zulu. “There was a time years ago, when using credit was frowned upon. And now it seems like it’s an everyday occurrence, to use it to buy simple everyday things because we’re collecting points.”

“But [the purchases] can accumulate over time and get people into trouble, and no one likes to pay interest on top of purchases they’ve already made,” he continued. “The aim of the campaign is to get people back into the behaviour of using their own money.”

The campaign also includes out-of-home, video pre-roll banner ads and social media. The out-of-home ads have headlines such as “No interest in paying interest” and “Reduce stress by 19.7% a month” and “Make a payment, not payments.”

The creative is supported with a national digital media campaign handled by Media Experts. French adaption for the Quebec marketplace was developed by Tank. The campaign will run into the spring.

Brands Articles

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads

Infinity tops on web for ‘virtual tire kicking’

High-end brand edges out Jeep and Lincoln in annual J.D. Power study

Running on empty: How to deal with professional burnout

In the fast paced world of change, how do change agents prevent burnout?

Air Miles promo gives Canadians 19,000 reasons to smile

Loyalty card program rewards members with flights, consumer appliances, barbecues

Quaker looks to spark Twitter conversations with new effort

PepsiCo brand uses social to encourage Canadians to do more of what matters

Canada’s Hottest Ads – The good and bad of Mother’s Day ads

Rain 43's John Farquhar finds mom spots both charming and predictable

Lasik MD campaign has its sights on millennials

Print, direct mail, OOH, radio touts financial benefits of laser vision correction

How to improve in-store signage

Signs alert shoppers to deals and promotions, but also express your brand