Scotiabank tries to put financial worries to rest to get clients sleeping better » strategy

Scotiabank’s new investment season campaign aims to help Canadians who stay up at night worried about their finances, a phenomenon that reportedly increased during the lockdown.

The ad, running the new Sleep Advisor campaign, features insomniacs resenting stocks, NFTs, and home ownership, and encourages viewers to try Scotiabank’s litany of investment vehicles to dispel worries and get answers to their questions get and sleep better as a result.

The “Sleep Advisor” is not necessarily a new product or offering; Rather, the over-the-counter advisory services and the bank’s adviser booking system (whose telephone number is now “1-833-SLE = EEEP”) will be reformulated somewhat.

All of the ads in the integrated campaign, from the out-of-home executions to the radio spots, are designed to wake you up at night. There are also contextual ads on YouTube and digital OOH that run between 11:00 PM and 5:00 AM to help Canadians sleep where they are. Rethink how you deal with creatives, with PHD on media.

According to John Rocco, his VP of Canadian Bank Marketing, alongside the functional aspects of Scotia’s investment products, positioning focuses on real, understandable client truths, using a subtle and refined humor that is rooted in reality.

“Investment and financial worries affect virtually all Canadians, and those worries keep them awake at night,” says Rocco. “When we can offer advice, products, and services that help alleviate these ailments, we are doing so much more than just affecting their financial lives – we are changing all aspects of their lives.”

The approach is based on research by the bank, which found that Canadians spend an average of 10 hours a week, equivalent to three weeks a year, worrying about their finances, a number up 25% from 2020.

According to Rocco, banks like to talk about all the products and services they have and what they offer. “But Scotland doesn’t want to be just banks and banks,” he says. “So with our messages we broaden our perspective by showing how good advice and empathic leadership not only lead to positive financial results, but also improve all aspects of life.”

Scotland Campaign2

The start of the campaign coincides with the winter “investment season”, which begins in December and culminates with the RRSP contribution period at the beginning of March. The goal, says Rocco, is broad.

Cuts are based on more specific concerns, such as: Related to retirement, real estate, and stocks, based on insights from some of the most frequently searched and culturally relevant questions to stand out and grab the audience’s attention.

“That’s why we didn’t highlight the more traditional type of RRSP questions on TV,” says Rocco.

In December, the bank announced that it had big plans for its merged loyalty program and that it would launch a number of onboarding programs for Scene +.


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