Mastering Thumb-Stopping Marketing: Lessons from Interac’s Campaign

Ever wondered what goes on behind the scenes of a marketing campaign for a multi-million dollar company?

In my Digital Media Marketing Seminar Series class with Professor Jennifer Branco , I had the chance to find out. Matt Houghton , the Director of Digital and Integrated Marketing at Interac Corp. , gave us an inside look at his recent successful campaign, Interac Money Movers.

What is Interac Money Movers?

The campaign centers around a unique phenomenon that occurs every July 1st, where over 250,000 renters in Quebec all move on the same day. This tradition dates back to 1973, when it was established that most housing leases in Quebec would end on June 30th, leading to a massive, coordinated moving day.

Beyond the significant transaction of paying rent on Moving Day, there are numerous other expenses involved, such as cleaning services, storage rentals, repairs, upgrades, and online marketplace purchases. Recognizing this, Matt and his team saw an opportunity to promote Interac e-Transfer as the preferred method for sending and receiving money during Moving Day. Their goal was to assure people that transferring larger amounts of money is safe and convenient with Interac, and to encourage them to use e-Transfer for paying rent instead of writing cheques.

Key Tactics and Success Factors in Interac’s Money Movers Campaign

The Interac Money Movers campaign was supported by a solid integrated marketing communications plan. It combined targeted digital ads, digital content, influencers, and out-of-home ads. Two tactics, in particular, stood out to me.

First, the campaign’s short-form video content featured two men dressed as movers in Interac uniforms, carrying a bright yellow couch with a woman sitting on it around the streets of Montreal. As she sat on the couch, she used her phone to send an e-Transfer via Interac. This visual metaphor perfectly illustrated how Interac helps you “move” your money. Filming this in Montreal caught the attention of passersby, whose genuine reactions were captured on film. Many were curious and entertained by the quirky idea, and some even joined in by sitting on the couch. This tactic effectively conveyed the campaign’s message while sparking real-time interest and engagement from people in Montreal.

Another tactic that I found particularly clever was the use of custom-wrapped moving trucks featuring Interac’s campaign assets driving through the streets of Montreal. The trucks acted as a moving metaphor, reinforcing the idea that just as these vehicles help people physically relocate, Interac e-Transfer is there to facilitate the smooth and secure movement of their money. This out-of-home (OOH) strategy was a perfect fit for the overall campaign theme.?

How Mixed Media Modelling Creates Thumb-Stopping Digital Campaigns

One of the most intriguing concepts Matt shared with us is "Mixed Media Modelling," a data-driven approach that serves as a marketing formula for crafting effective strategies. This technique is the backbone of the Interac Money Movers campaign’s success, seamlessly integrating various media channels to create a cohesive and impactful narrative. In today's highly competitive landscape, insights are invaluable in building campaigns that truly resonate with audiences. As Matt pointed out, the challenge is, "How do I stop your thumb?" This question captures the essence of digital marketing—creating content that stands out in a sea of endless scrolling. In the world of marketing, there's a crucial distinction between content and advertising. Content is what consumers choose to engage with—it's the video they want to watch, the article they want to read. Advertising, on the other hand, is what we, as marketers, want them to see. The key to a successful campaign lies in blending these two seamlessly, so the line between content and advertising becomes almost invisible.

The Money Movers campaign excelled by leveraging mixed media modelling to its full potential, combining digital, out-of-home (OOH), and content-driven strategies to create a comprehensive marketing effort. This campaign masterfully intersected both the entertainment value with the business objectives, ensuring that the ad was not only engaging but also strategically effective.

The Art and Science of Marketing

Marketing is a perfect marriage of creativity and analytics. Building a strategy and crafting a media plan require both a creative vision and a scientific approach. Every marketer has a creative side, but understanding how to channel that creativity through data is what sets successful campaigns apart. Media planning starts with understanding the audience—knowing where they spend their time and how they consume content. The smaller and more targeted the audience, the more accurate and effective the marketing strategy can be.

Planning for Success

Once the audience is identified, the next step is defining the campaign's goals. What is the CTA (Call to Action)? What do you want the audience to do after they engage with your content? Additionally, it's crucial to consider reach and frequency—how many people you want to reach with your campaign and how often you want them to see it. Striking the right balance between reach and frequency is essential to avoid overwhelming the audience while ensuring your message is seen enough times to make an impact.

Matt’s Advice to Aspiring Marketers: "Sweat the Work"

As a final thought, Matt offered this advice to aspiring marketers: “Sweat the work.” He emphasized the importance of relentless effort and attention to detail, urging us not to stop until we feel we've truly got it right. "Keep pressure-testing," he advised, highlighting the role of gut instinct in the process. "Make sure you make it the best you can be. Push it as much as you can until you’ve got it right." This persistent pursuit of excellence is what defines successful campaigns and is a principle every marketer should live by.

In conclusion, the world of digital marketing is complex, but with the right mix of creativity, data, and strategic planning, it's possible to craft campaigns that not only reach but resonate with your audience. The Interac Money Movers campaign is a perfect example of how understanding your audience, identifying their problems, and engaging them at the right moments with tailored solutions can lead to a successful marketing strategy. As we continue to see shifts in media consumption and technology, the future of marketing will undoubtedly be shaped by those who master the art and science of this ever-evolving field.