Wise is launching its first campaign in Canada to position the brand as the app for international money transfers. The campaign highlights the advantages Wise offers by providing affordable and convenient ways to send, spend and manage their money in multiple currencies. It also focuses on the app’s promise of no hidden fees or exchange rate surcharges.
The media plan includes a combination of radio, TV, YouTube and social media ads in Ontario and British Columbia to maximize its reach and engagement in the markets where the majority of its core audience resides, Iona Carter, VP of brand and marketing at Wise, tells Media in Canada.
“This selection leverages the local influence of radio, the broad appeal of TV, and the precise targeting capabilities of YouTube and social media to align with the evolving media consumption habits of our audience,” She adds.
Kingstar Media handled media buying, while BigSmall led creative, and National PR.
The campaign’s target audience is Canadians between the ages of 26 and 60, with a balanced ratio of newcomers to Canadian-born. They also target people with strong ties to another country, including second or third generation immigrants.
Carter notes this demo is crucial to Wise’s business and marketing objectives, as they are likely to have international financial needs. “By making inroads with this audience, Wise aims to position itself as the go-to solution for all cross-currency transactions, ultimately increasing its market share and brand loyalty in Canada,” she says.
According to her, focusing the media plan on digital also helps the brand reflect the humorous and confident tone the company has adopted to position the brand in other countries.
Wise came to Canada in 2016 – five years after being founded in London – and its popularity has grown since. However, the team wanted to further boost brand awareness and consideration, Carter says. “This campaign represents a great opportunity for Wise to take root in Canada and meet the demand for affordable and transparent financial services.”
For her, there is an increased demand for cost-effective and transparent financial offerings due to the current economic environment and the financial problems people are facing around the world. That’s particularly true in Canada, where more affordable banking options have just begun to gain popularity, and there is an even greater demand for alternative international financial options, she says.
Additionally, Canada’s diversified population, with people of many nationalities who are used to sending, spending and receiving money in various currencies on a regular basis, represents a huge opportunity to position the company, she adds.
