New icon, slogan, website for Interac

A small truck stars in TV and print ads for the debit card company's biggest branding initiative yet.

Toronto-HQ’d Interac launched a new national campaign yesterday. The biggest such initiative in the company’s history, its goal is to refresh the brand by deploying a new icon: a yellow-and-black armoured truck that’s invisible to the people around it.

The ads show the ‘magic’ truck following people as they go about their daily lives – walking down the street, grocery shopping, riding an elevator and catching a flick. The ever-present vehicle symbolizes that customers’ money is secure and always available, thanks to Interac.

‘Without even talking about safety and security, the truck says it all,’ Interac VP marketing Nicky Cameron tells MiC. It has a warm, friendly personality, which is what the brand is all about.’

The campaign’s TV spots launched yesterday, and will appear in prime time during such shows as CSI, Hockey Night in Canada, The National and Survivor. Print ads, which will carry the tagline ‘Your money is with you,’ will appear in consumer magazines including Chatelaine, People and Sports Illustrated starting in January.

A newly designed Interac website also launched yesterday to give consumers info about security, tips to protect themselves from fraud and descriptions of the Interac Chip technology that’s set to roll out nationally by 2009. A full-page print ad announcing this innovation ran in October in The Globe and Mail and The National Post.

Toronto-based Axmith McIntyre Wicht developed the creative for the Interac campaign and also handled the media buys, working with Strategic Objectives, also of Toronto.