Interac sticks to campuses for e-transfer campaign
September 24, 2013 | Vanessa Milne | Comments
Zombie attacks, problems with epic beards – Fuse Marketing Group’s on-campus program for Interac encourages students to think of the craziest reasons they could ask their parents to send money.
The campaign features magnetic boards with a Mad Libs-style fill-in-the-blank letter to mom and dad, with the tagline “Ever gotten creative with the reason you need an Interac e-Transfer?” Students use oversized magnetic words to write their own tall tale.
The backlit posters are at eight universities across the country, and static versions (with the blanks filled in) are placed at more than 20 additional schools.
“We knew that if you give students the opportunity to mess with something, then inherently they’re going to mess with it,” said Dima Zelikman, associate creative director for Fuse. “We embraced that and decided to roll with it.”
The campaign’s goal is two-fold: to encourage students to make use of Interac eTransfers in multiple situations, and to drive students to the From Me 2 You online promotion, housed in a website where they can submit their stories of how they use e-transfers for a chance to win $5,000. (The microsite was also created by Fuse.)
Acxsys (which owns Interac) targeted students because those living away from home for the first time have a need for the e-transfers, said Zelikman. “When you’re targeting students, and you’re going on campus to target them, it’s like showing up at a house party uninvited. You can stay as long as you prove that you belong and you add some value to the party.”
He hopes they’ll use the magnets to decorate their dorms as well. Each one has the Interac logo on the front, and the backs say “You stole our magnet! It’s okay, tell us your story behind an Interac e-Transfer and we’ll let this one slide,” before directing students to the site.
The campaign began Aug. 26 and will run until the end of November.