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

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"