CASSIES Bronze: Scotiabank takes fans to the movies

The bank surprised customers with a free movie-going experience and captured it on camera to increase membership to its Scene program.
Scotia SCENE Clapper Screen 02

Events, Seasonal & Short-Term

Situation Analysis » In 2007, Scotiabank, in partnership with Cineplex Entertainment, launched Scene, a movie loyalty reward program. The program has been successful, but largely seen as a Cineplex offering. The main goal of the campaign was to elevate awareness of Scotiabank’s role and increase enrollment in Scotiabank Scene debit cards.

Strategy & Insight » For many people, rewards programs lose their appeal due to how long it takes to accumulate points. But the bank wanted to let people know that by using Scene’s debit card for every day purchases, people get free movies faster.

Execution » To bring this to life, Scotiabank bought out a multiplex – every seat, bag of popcorn, box of candy and drink – for the premiere of The Avengers. When moviegoers went to pay they were told everything was free. Twenty hidden cameras caught their reactions and the footage led to two TV spots and two pre-roll videos, supported by OOH, print, POS and digital activities.

Results » The campaign ran from mid-June 2012 to mid-September, and delivered record results for the debit card. July saw the highest-ever monthly acquisition in the program’s five-year history and August eclipsed July. Over the campaign period new Scene accounts were up 27% versus year-ago, and new-to-Scotiabank customers accounted for 79% of new debit cards.

Cause & Effect » Both Scene commercials were well above Ipsos norms for prompted recall and branding, and the account increases clearly correlated with the campaign timing.

Credits:

Client: Scotiabank
SVP, head of marketing, Canadian banking: Duncan Hannay
VP marketing and brand management: Jeff Marshall
Director and head, brand management and creative development: Carolyn Saunders
Agency: Bensimon Byrne
CD: Joseph Bonnici
ACDs: Chris Harrison, Hayes Steinberg
Director of client services: Sandi Truffen
Account director: Jessica Mills
Project managers: Natalie Taylor, Katie O’Donovan
Producer: Christine Pacheco
Director of production services: Michelle Pilling