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Top 6: October 12th 2022

Interac: Sound Shopping

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Top 6: October 12th 2022
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. The track is available to listen to on Spotify and is being promoted through an integrated media plan that is geared towards sound-on environments, including Truview for Action video ads on YouTube, Tik Tok ads with influencer collaborations, and ads on the Spotify platform. In-mall posters will also feature a scannable Spotify code reaching consumers in the shopping environment itself. Canadians can visit to put the Sound Shopping track to the test for themselves on their next shopping trip. They are also invited to browse a variety of tips and advice for mindful spending published on In The Know. The integrated Sound Shopping campaign was developed for Interac by Zulu Alpha Kilo and Hill+Knowlton Strategies, with French adaptations by The French Shop. The custom track and sonic identity was developed by sonic branding agency Sixième Son; Media for the campaign was executed by Media Experts, Hill+Knowlton Strategies executed Research and PR and SJR Group developed supporting online content.
Credits Other credits

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

Post Production Company: Zulubot

Zulubot Post Producers: Sarah Dayus, Ben Bentivegna

Editor: Jessie Posthumus

Audio: Noah Mroueh

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