Scotiabank breaks out of the mold

Agency/Media Company: OMD Canada Client: Scotiabank Brand: Spring Lending Media Team: Leslie Krueger, vice-president, group media director; Yvette Carter, media manager; Paul Hewitt and Kym Wyatt, media planners Timing: April to September 1999 Best Use of Magazine: Second Runner-up...

Agency/Media Company: OMD Canada

Client: Scotiabank

Brand: Spring Lending

Media Team: Leslie Krueger, vice-president, group media director; Yvette Carter, media manager; Paul Hewitt and Kym Wyatt, media planners

Timing: April to September 1999

Best Use of Magazine: Second Runner-up

The Background

The overall objectives of the plan were to build awareness of and pique interest in Scotiabank’s revolutionary new way of looking at debt, and to drive response to its branches, phone lines and Web site.

Specifically, the task at hand was to launch – and build mass awareness of – a new brand for the bank.

Among the major challenges were: to overcome negative perceptions of debt products and of banks overall; to ‘break out of the mold,’ through use of innovative, creative and non-traditional financial media placements; to stand out in a highly competitive category; and, finally, to accomplish all of the above within tight media planning and execution deadlines.

The Plan

The strategy called for a multi-media campaign to envelop the target. The campaign would, in fact, address multiple targets, via two primary mind-set groups: ‘Homebodies’ and ‘Planners.’ These groups are segmented by goals, motivation and life-stage – not by demographics.

The campaign differentiated Scotiabank by using traditional media in a non-traditional way. It reached the mass target through a GRP buy, while addressing the different mind-set groups through use of specialty television and targeted magazines.

Television: Television was planned on three levels, to reach the multiple targets.

- The Base Buy: A national 30-second base buy, in English and French, was executed for the launch, to reach the mass 25-49 target. The advertising aired in high-profile programming and during season finales.

- DRTV: A 60-second direct response television spot aired nationally, in English and French, to drive response to Scotiabank’s 800 number and its Web site.

- Specialty TV: Highly targeted specialty channels (Life Network, WTN, Showcase Television, History Television and Prime) were used to reach the individual mind-set groups. Vignettes explaining the product were produced by Life, Showcase, History and Prime, and aired in tandem with the 30-second brand-sell spots.

Newspaper: FSIs were distributed nationally in English and French dailies, to help explain this complex lending product. These inserts provided a reference tool that enabled the target to gain further information.

Magazine: Full-page, full-colour creative and advertorial was placed in targeted books appealing to the two mind-set groups: for the ‘Homebodies,’ Toronto Life, Western Living and Décormag; and for the ‘Planners,’ Today’s Parent, Best Wishes and Enfants Quebec.

All in all, significant added value was negotiated on behalf of the client.

The Results

Scotiabank achieved the anticipated annual results within the first five months of the campaign. For the April to October period, planned mortgage sales were exceeded by 12%.

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In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.