Wise is rolling out the second phase of its inaugural Canadian marketing campaign, focused on boosting brand awareness nationwide. Until June 29, the brand will showcase Canadian-themed ads highlighting its role as a trusted partner for international money needs.
Kingstar Media handled media buying, while BigSmall led creative and NATIONAL Public Relations led PR.
CMO Cian Weeresinghe tells MiC that Canada’s diverse population relies heavily on international money management, a service that’s often expensive and time-consuming. With growing demand for affordable, transparent solutions – particularly for cross-border payments – the team also saw a chance to serve Canadians and businesses seeking better options.
“We are positioning Wise as the app for Canadians seeking seamless and efficient international money management,” he says. “The campaign continues to highlight the advantages Wise offers by providing affordable and convenient ways to send, spend and manage their money in multiple currencies. It also reinforces Wise’s commitment to transparency by highlighting the absence of hidden fees and exchange rate markups on our platform.”
For its debut campaign launched last October, Wise targeted Ontario and British Columbia with a multi-channel approach, including radio, TV, YouTube and social media ads. According to Weeresinghe, that strategy maximized reach and engagement among the core audience, yielding a 28% increase in aided brand awareness, as measured by YouGov surveys.
In this second phase, Wise is building on its initial success, with a continued focus on Ontario and British Columbia. The company is leveraging established channels like radio, TV and YouTube, while increasing its investment and extending the campaign duration from eight weeks to 21 weeks.
To further enhance reach and engagement, the brand has also introduced OOH in Toronto’s major transportation hubs, including subway station takeovers at two of the city’s most populated stations (Spadina and Bloor/Yonge); digital billboards at Billy Bishop Airport’s transborder departures area; UP Express digital billboards at Union Station; interior ads and a wrap on the exterior of several TTC streetcars; and a full occupancy of Spadina and Bloor/Yonge subway stations.
Additionally, the team is testing new TV channels and streaming platforms, including Willow, a cricket-focused platform to reach the brand’s audience, which is increasingly interested in that sport.
The company is aiming to target Canadians between the ages of 26 and 60, evenly split between expatriates and Canadian-born, including those with strong international ties, such as second- or third-generation immigrants. According to Weeresinghe, this demo is the most likely to benefit from Wise’s services, given their financial needs in different currencies.
Weeresinghe notes that phase two is also showing strong results, with cumulative market awareness up 80% compared to October 2023 at the halfway point. The campaign has also driven steady increases in ad recall and customer interest, indicating potential for continued market share growth. “We continue to monitor aided brand awareness and consideration via a nationwide survey of adults in our target demographic,” he says.
“Building on our initial upper-funnel marketing efforts, this campaign aims to deepen our understanding of and engagement with our target audience. The insights gained will guide future marketing strategies, helping us identify the most effective ways to reach Canadians,” he adds.
