Acxsys Corporation

"Interac e–Transfer Make Cash and Cheques History"

Interac e–Transfer is a debit–based service allowing for the direct exchange of money from one individual to another. The goal was to raise awareness of Interac e–Transfer, showcase its advantages over older forms of exchange and demonstrate specific usage occasions.

While consumers have adapted to paying regular bills online, many are still stuck in their ways when it comes to using cash and cheques for more direct or personal exchanges. The focus for this campaign was on reaching consumers that included online bankers, fantasy sports participants, parents of university age children and renters.

Throughout history, people have used many different methods of exchange to settle debts – all of which became outmoded as society advanced. The agency needed to show consumers the folly of sticking with these antiquated forms of money exchange.

So it created a fictitious Doctor of Money Transferology and invited consumers into his personal study at Makecashandchequeshistory.com. With the doctor as their guide, visitors were taken through tongue–in–cheek video documentaries and a collection of odd historical anecdotes, each one driving home how e–Transfer is the simpler, safer and more convenient way to exchange money.

A microsite was designed to immerse consumers in the Doctor's fictitious, but very real world. Using full–frame video and a fluid, side–scrolling parallax design, the agency created a museum–like feel to the experience. The microsite was fully optimized for desktop, tablet and mobile.

Targeted online media in the form of standard banners, homepage takeovers and wallpaper units, 15–sec video pre–roll, YouTube mastheads, interactive rich–media units with video, and Facebook Page Posts ads were used.

The biggest challenge was keeping visitors oriented within the linear story, while still offering control to browse in a non–linear fashion if they so chose. We solved this with a timeline–style navigation bar that tracked progress, previewed remaining content, and disappeared from view when not required. Access to the product info page was stationed in the top right and always available.

After just two months in market, the fictitious Dr. Money Transferology delivered on great results to help Canadians see the benefits of using Interac e–Transfer. Over 75 million impressions were delivered via standard, rich media, paid online video and social channels. There were four million completed video views of short form content, more than 60,000 unique visitors to the microsite and the average time spent on the site was 3:27, nearly doubling the industry benchmark. And 5% of site visitors went on to visit Interac.ca or their respective financial institution for more information.