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%.

Also in this report:

* Bates takes the cake p.BMP2

* MaxAir fires on all cylinders: Multi-tiered plan for high-menthol gum was imbued with irreverence p.BMP3

* Dentyne Ice kisses up to teens with party promo: Initiative was designed to drive both brand awareness and sales p.BMP4

* Kool-Aid placement reflected fun, refreshment p.BMP6

* Aussie creates ‘in your face’ presence: Repositions brand as funky, outrageous p.BMP8

* Guerrilla tactics get Panasonic noticed: Campaign used underground channels to reach club crowd p.BMP10

* Much VJ follows his Natural Instincts on air p.BMP12

* Chapters stands out in dot-com crowd: Multimedia approach helped retailer create perception of market and category dominance p.BMP15

* Campbell’s cooks up targeted advertorial: Partners with CTV, magazines to create a presence beyond traditional ad buy p.BMP16

* Looking at Philips through fresh eyes: Redefinition of target market sparked departure from the traditional choice of television p.BMP18

* Jays plan hits home run p.BMP21

* Minute Maid aims for morning ownership p.BMP24

* Western Union a global Villager p.BMP28

* Clearnet clusters creative: Complementary boards were positioned in proximity to one another to maximize visibility, engage consumer p.BMP38

* The Judges p.BMP43

Zulu grows its team and makes a slate of promotions

A director of interactive production for Zulubot is among dozens of new faces and roles at the agency, in response to recent wins.
Zulu Alpha Kilo_New Zuligans

Toronto indie shop Zulu Alpha Kilo had made several new hires and promotions on the heels of new business and also organic growth from existing clients.

Zulu could not officially announce the account wins at this time.

However, it can report that Ece Inan, most recently at Toronto design and tech shop Array of Stars, has been named the agency’s new director of interactive production for Zulubot, the agency’s production arm. In the new role, Inan will lead AR, VR, voice and other digital innovation projects.

Also on the production side, James Graham, who has spent the last 17 years with Grip, has joined the agency as its studio director.

Zulu has also made numerous additions on the client services side, led by Michael Brathwaite, also from Grip, as account director.

It’s also announced a spate of new account supervisors, including Hayley Blackmore (from G Adventures), Risa Kastelic (from BT/A), Kara Oddi (also from BT/A), Emily Anzarouth (also from Grip), Chris Rosario (from FCB/Six) and Sarah Shiff (from Rethink).

In addition to the new hires (pictured above), the agency has also announced several promotions: Alyssa Guttman moves from account director to group account director, while Nina Bhayana, Michelle Fournier, Jenn Gaidola-Sobral and Erin McManus have all been promoted to account director, and Haley Holm to account supervisor. On the strategy team, strategists Carly Miller and Spencer MacEachern have both been promoted to strategy director, while Shaunagh Farrelly, who has been with Zulu for two years in a client service role, moves into a new role as a digital strategist.

In December, the shop also announced that Stephanie Yung would be returning to the agency after a stint in New York as its head of design. Recent wins the agency has been able to announce including work as AOR for the Ottawa Senators, as well as a new arrangement with existing client Consonant Skincare, setting up an in-house team to support growth after taking an equity stake in the company.

Zulu president Mike Sutton says it’s wonderful, in a new year, to welcome new faces and energy to the team and says the agency is fortunate to have had so many people across the agency step up to support its clients.

“Simply put, they were rock stars, and the promotions are very well deserved,” Sutton says.