Scotiabank International is urging consumers in Latin America and the Caribbean to “Just Ask” in a new integrated campaign developed by Grey Canada.
The television, print, online and radio campaign is built around the tagline “Just ask,” or “Preguntanos” in Spanish. The ads feature people in a variety of scenarios where they are overwhelmed–either by choice or by their financial circumstances.
One print ad, for example, shows a young girl looking at a variety of chocolate truffles on display. The display copy reads “Is it okay to want it all? Just ask,” before the body copy explains how Scotiabank can help its customers achieve their ambitious financial goals.
A TV spot, “Soccer,” aimed at the Caribbean market, depicts a group of men thinking about the game as they play. The goalkeeper, however, is distracted by his financial situation. “My mortgage, my savings, my bills–how can I manage it all?” he thinks to himself as an opposing player scores an easy goal.
Cynthia Stark, Scotiabank’s vice-president of brand and marketing planning, international marketing division, called the campaign a “completely new brand design” for the financial institution’s international markets and called the creative “dynamic.”
Scotiabank is Canada’s most international bank, serving Latin and Central America, the Caribbean and Asia/Pacific in addition to the domestic market. Scotiabank’s international division accounts for roughly 30% of its annual revenue.
Grey picked up Scotiabank’s international branding work in March following a review that began last year. It beat out two other unnamed agencies for the assignment.
