With inflation and rising interest rates adding pressure to many Canadian households, recent research commissioned by Interac found that six in ten shoppers (62%) are looking for tools which encourage intentional spending. As a brand that aims to help Canadians stay in control of their money, Interac set out to explore creative ways to help.
Music has traditionally been used to fuel purchase behaviours in retail, and given its recent development of a sonic ID, experimenting with how sound could positively impact and help add mindfulness to the shopping experience felt like a natural extension. Sound Shopping was created with this in mind. The integrated Sound Shopping campaign is informed by research, runs across multiple channels and has an original music track at the heart of the experience. The intent of the track is to trigger a more mindful shopping experience, tapping into the emotional response and behavioural impact music can have, as tempo, mode and instrumentation are leveraged in different ways.
To put the track to the test, shoppers across the country took part in an innovative research study whereby half the participants listened to the Sound Shopping track, while a control group listened to the standard pop style music that customers typically hear in stores. The participants observed that the Sound Shopping track made them feel calmer than those who listened to popular music and was associated with a 98% purchase satisfaction rate.
This professional campaign titled 'Sound Shopping' was published in Canada in September, 2022. It was created for the brand: Interac Corp., by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Electronic Devices industry and contains 1 media asset. It was submitted 12 months ago.
Client: Interac Corp.
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
ACD/ Art Director: Michael Romaniuk
ACD/Writer: Marco Buchar
Design Director/Designer: Jeff Watkins
Designer: Ana-Marija Vlahovic
Account Team: Alyssa Guttman, Sasha Dan
Strategy Team: Spencer MacEachern, Patrick Henderson
Clients: Andrea Danovitch, Matt Houghton, Meghan Jeffery, Rachel Kellogg, Kenny Johnston, Matt Beck, Assaf Isaac
Media Agency: Media Experts
Media Team: Mackenzie McNevin, Denise Lum, Keaton Dale
PR Agency: Hill+Knowlton Strategies
PR Team: Cillian Murphy, Blaine Mackie, Kaleigh Ambrose, Aimee Legault
Sonic Branding Agency: Sixième Son
French Agency: The French Shop
Producer: Ola Stodulska, Houng Ngui
Production House: Zulubot
Head of Production: Adam Palmer
Zulubot Producers: Colleen Allen
Director: Sean Deakin
Post Production Company: Zulubot
Zulubot Post Producers: Sarah Dayus, Ben Bentivegna
Editor: Jessie Posthumus
Audio: Noah Mroueh