Financial Services & Insurance:

GOLD

GOLD

Client: Scotiabank

Campaign: 2000 Spring

Lending Campaign

Agency: Rapp Collins Worldwide

Creative Director: Norm St. Jules

Copywriter: Abraham Zachariah

Art Director: Ramal Bhamra

The ultimate goal of Scotiabank’s 2000 Spring Lending campaign was to cut through the mailbox clutter and communicate to consumers that Scotiabank understands their unique needs and can offer the most appropriate borrowing solutions for each customer.

Running May 2000 to August 2000, the direct mail program combined leading-edge creative with a mass-media campaign, focusing on four borrowing products: Scotiabank Total Equity Plan (STEP), Scotia Gold VISA, Value VISA and ScotiaLine VISA card.

In order to contact the right customers at the right time, an extensive database containing 700 data points and over two years of transactional data was used. The main target group was split into seven key cells, four of which were targeted with pre-approved credit offers for products thought to best suit their borrowing requirements. A combination of direct mail and telemarketing was used.

This became one of Scotiabank’s most successful campaigns to date, with response rates averaging a remarkable 22%.

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