Generate awareness for Interac’s new features and position the brand as innovative (change perception of the brand).
Mashable created 2 content pieces that aligned Interac with the idea of innovation. Each piece simultaneously showcased features of the card and tied it with real moments of ‘now’ and of ‘the future’.
2.95 mins AVG Time Spent ("7 moments when you can leave your wallet at home)
4.68 mins AVG Time spent ("The cashless revolution: 5 benefits to a cashless life
22,038 total shares (7.3X higher than site benchmark)