Interac: Be in the black

This case study describes a campaign by Interac, the Canadian non-profit debit card system, to bring the brand out of undefined ubiquity and reinvent itself against the international competition.

Interac: Be in the black

Zulu Alpha KiloInterac Association

Situation analysis

Overall assessment

For 28 years, Interac has been synonymous with debit acceptance in Canada. Canadians rely on Interac 12 million times a day to pay, be paid, withdraw cash and transfer funds electronically.

But despite enjoying near universal brand recognition, consumers struggled to explain what Interac is or what it does. (Is it a product? A service? A company? A brand?) That's because they don't actively choose to use Interac– anyone with a bankcard is automatically enrolled. People were, essentially,...

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