To hit the ground running, Wise turned to Citizen Relations, who spearheaded the experiential strategy and execution for Wise’s first-ever Canadian pop-up branch at Toronto Eaton Centre, bringing the activation to life IRL. The agency developed an integrated amplification strategy spanning earned media, direct mail and postings to drive awareness and foot traffic.

The four-week activation is designed to bring the new account — and Wise’s global brand — into the physical world. As Canadians’ financial lives increasingly span home and abroad, the Chequing Account brings more of their everyday money needs together in one place. The pop-up takes that same idea IRL, creating a space that reflects the global lives of Wise customers.

Inside, visitors can meet Wise experts face-to-face, explore a Wise convenience store stocked with food and drinks from around the world, and access experiences exclusive to the branch. That includes the chance to win $10,000 CAD towards reconnecting with family and friends abroad, or bringing them to visit Canada.

The branch is open until October 11, and we have a selection of campaign and in-store photography available that brings the concept to life.

Photo Gallery:

From now until October 11, new and existing customers who visit the pop-up branch can also enjoy exclusive experiences, including free snacks from around the world at the Wise convenience store and the ability to enter a weekly sweepstakes for the chance to win $10,000 CAD towards traveling to visit family and friends or inviting them to come visit Canada.