Float is airing its first national TV buy while also leaning more into OOH as it conveys the convenience of its spend management software.

“We found there is a certain degree of fatigue and saturation in digital-only channels, so we wanted to explore some traditional channels,” says Float head of marketing Amrita Gurney. “It was an experiment, we had no idea if it would work or not,” she says, adding that this is the largest campaign Float has ever done, wth the marketing budget “well into the six figures.”

The current work, which shows how its software puts finance managers at ease, is in part informed by learnings from its first major brand campaign, which ran in 2022.

Gurney tells MiC it works with startups as well as established firms, which it typically reaches through LinkedIn, Google Search, and the other typical digital channels for a B2B company, she says.

“Focusing on non-digital is actually an effective way to reach people in our market, which focuses on Canadian businesses and people who work in those businesses,” Gurney explains. The primary goal of the fintech brand is to reach this audience and “anyone who has had to file an expense report.”

The supporting OOH buy, which includes an execution at Billy Bishop Airport and transit ads in Vancouver, Toronto and Calgary, is being led by George Street Growth, with King Street Media helming Float’s first-ever national TV buy.

Gurney says it choose the three cities because they have the highest concentration of its customers, as well as businesses in its target size.