Table of Contents 6 2012 OVATION Awards Winning Entries

The Let the Saving Begin tour covered 16 communities across Canada and earned a wealth of media
coverage. A total of 353 stories were recorded over the course of the campaign and reached over 122
million Canadians. The Media Relations Rating Points quality score was 97.54 per cent, based on brand
mention, spokesperson quote and key messages. This far surpassed our goal of a score of 80 per cent.
The microsite, letthesavingbegin.com, which was designed to support the mass and PR activities,
received over 490,000 unique visitors and over 1 million page views in just under a year.
Scotia’s first corporate Facebook page was a success as well by being the first Canadian bank to do a
Facebook Contest, offering highly targeted ads and daily updates helped drive activity. In six months, the
Scotiabank Facebook group grew from zero to 10,000 ‘likes’ with 25,000 unique visitors a month and
700,000 total views – in comparison, TD Canada Trust took 3.5 years to build their fan base to 22,000.
To date, Scotiabank’s Facebook page has nearly 18,000 ‘likes’. The Facebook live event exceeded all
expectations. In a single hour, the event had over 32,000 viewers – the most by any financial institution
ever in North America, and the biggest Ustream event ever in Canada.
Business targets were met as the goal of the existing chequing customers drove 85 to 90 per cent of
Saving Bonus Offer uptake, with Pre‐Authorized Contribution being a dominant component of the
Bundle. Totals included 95,795 new Chequing accounts opened from June 2010 – July 2011; 24,148
switches to Chequing accounts from June 2010 – July 2011; and half of the new Day to Day accounts
were from net‐new customers to the bank. The bank retained their 12 per cent share of voice amongst
Financial Institutions (FI) in the wake of an eight per cent media budget decrease.
Never before has any organization taken such an active interest in the financial health of Canadians and
done it so innovatively. The Let the Saving Begin campaign showed Canadians that Scotiabank was not a
faceless financial institution by giving them a voice and allowing them to speak directly to Canadians.