Brand Advertising

GOLD

GOLD

Client: Scotiabank, Toronto

Campaign: Scotia Online Activation/Usage

Agencies: Bensimon*Byrne D’Arcy, Carat Cairns, Hellin Marketing Group, Toronto

Creative Director: David Rosenberg

Copywriters: David Rosenberg and Chris Munnik

Art Director: Cheryl Kaplan

Photographer (magazine ads): David Drebin

Director (broadcast): Jeffrey Fleisig

Agency Producer (broadcast): Cathy Erbe

With consumers logging onto Internet banking services at a rapid rate, and Scotiabank lagging behind other banks in this regard, it was critical that Scotiabank convert its customers to online before some of its competitors did. It was also important that the bank combat consumers’ lack of awareness of its online and technological capabilities, as shown by research.

The strategy, kicked off in April 2001, was to show real life examples of how ‘online banking is an easy way to get more control over your money.’ It started with television in order to create immediate high-impact awareness on such channels as CTV, CBC NewsWorld, HGTV and Bravo.

To support the TV and extend the life of the message, the campaign moved to targeted print with magazines including Maclean’s, Saturday Night, Time, Toronto Life and MoneySense, among others. In-branch P-O-P, ABM screens and collateral pieces that gave detailed information, plus telemarketing efforts and online ads were added to the mix.

Part of the campaign involved a consumer promotion/contest to encourage activation and/or execution of monthly transactions. The contest ran for more than four months, with $100,000 prize money available, and consumers were driven to the Web site to find out more details. Online messages on Scotiabank and third-party Web sites were included to reach customers where they were active, and to create a direct link to the product.

To coax customers to switch from branch/teller to online services, the program used an insightful, humorous approach, featuring real-life scenarios, to illustrate how customers could have more control over their day-to-day banking with online.

The online activation campaign not only met but exceeded the business objective by 3.9% (surpassing the goal of 14% penetration of the customer base).

SILVER

The Ontario Workplace Safety & Insurance Board (WSIB), Toronto, for its ‘WSIB Prevention’ program, developed by Fuel Advertising, a division of DraftWorldwide Canada, Toronto

MERIT

Microsoft Canada, Mississauga, Ont., for its ‘Windows XP Launch’ program, created by MacLaren McCann Relationship Marketing, Toronto