Scotiabank has released a series of TV spots as the latest creative update to its “You’re Richer Than You Think” brand platform.
The three new spots, created by Bensimon Byrne, focus on the idea of financial reinvention, with the tagline “financially new and improved.” One spot shows a family saving enough to send their kids to summer camp, and another shows them saving enough to buy a new computer and video chat with grandma.
“It’s a very optimistic line, and a very retail-focused line — ‘the financially new and improved you, now available at Scotiabank,'” said Clinton Braganza, SVP marketing for Scotiabank’s Canadian banking division. “There’s a lot of power in that, and I think it dovetails really nicely with the notion of ‘You’re Richer Than You Think.'”
Braganza said the campaign continues Scotiabank’s strategy of focusing on the human side of banking rather than specific financial products — in this case, emphasizing the dialog between the banker and the customer.
“For us the campaign is really to elevate the role of the Scotiabanker in the equation with the customer, and tell a story that’s very authentic and real, with a classic Scotiabank smile,” said Braganza, who joined Scotiabank in June after leaving CapitalOne, where he was VP of brand marketing.
He said Scotiabank’s research discovered that $1,500 was a meaningful amount of money to most Canadians, which is why each of the commercials mention a specific amount the family will save. The research also found the “You’re Richer Than You Think” branding, launched in 2006, had the strongest recall among the big five Canadian banks.
Scotiabank plans to run print, outdoor and in-store media alongside its TV spots. PHD handled the media buying for the campaign.
