Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Management
Marketing Communications with budget greater than $100,000
AWARD OF MERIT
Entrant’s Name: Lindsay Mattick Davidson (Director of Public Relations, Narrative) and Tricia Soltys (Account
Director, Narrative)
Organization’s Name: Narrative (a division of Bensimon Byrne) and Scotiabank
Division/Category: Communication Management – 5c Marketing Communications with budget greater than $100K
Title of Entry: ‘Let the Saving Begin’
Time Period of Project: July 2010 – August 2011 1 year (three banking seasons)
Description: Scotiabank launched a national program to initiate a saving movement in Canada and ultimately
inspire Canadians to talk about and learn how they can improve their financial health.
Business Need/Opportunity
Coming out of the 2008 financial downturn there was a new consumer reality. Canadians were awash in
a sea of debt. For every dollar they earned, they owed $1.45. National saving levels were at record lows
and there was widespread sense that Canadians needed to get back on track and make saving a priority.
Consumer confidence was at an all time low. The Government of Canada similarly acknowledged that
financial literacy was an increasingly important issue with the appointment of a Task Force on Financial
Literacy in 2009. Canadians needed to start saving. Scotiabank, one of Canada’s biggest banks, knew it
needed to take a leadership stance and show Canadians how to make a real change to their financial
fundamentals and facilitate more savings. Scotiabank’s opportunity was to rise above any of the quick
hit ‘switch for $100’ offers other banks were offering to attract new clients to the bank and deliver on
their tagline promise to Canadians that they are in fact richer than they think – emotionally and
financially.
In June 2010, Scotia launched a new platform for their retail banking called ‘Let the Saving Begin’ as a
response to what Scotiabank heard from clients and Canadians about their saving habits. Scotiabank’s
goal was to mobilize Canadians to do just that. It was a fully integrated multi‐component marketing
campaign tailored to break old habits and enable Canadians to form new, financially “healthier”
behaviours by engaging Canadians in a conversation around savings, and encouraging and rewarding
savings. The Let the Saving Begin program was designed to spark a saving movement by inspiring and
empowering Canadians to get on track with their saving, investing and borrowing habits.
Let the Saving Begin was built on three simple principles that comprised a call to action to Canadians:
• Save automatically, because it works
• Invest for your future, because no one else will
• Borrow to get ahead, not fall behind
Intended Audience(s)
Let the Saving Begin aimed to genuinely engage Canadians in a dialogue around saving. The target
market for this program included Scotiabank employees, Scotiabank customers and non‐customers,
government, and business and consumer media. The campaign was appropriate for our target groups as
we are all impacted by saving and financial health, regardless of economic status or demographic.
Canadians felt empowered simply by talking and Scotiabank employees walked away with insights to
better help them.