Scotiabank SCENE

This case study explains how Scotiabank, a Canadian bank, used a cinema loyalty scheme to attract younger customers.

Scotiabank SCENE

Bensimon Byrne

Situation analysis

Overall assessment

Launched in 2007 as a co-venture with Cineplex, the SCENE program is the first – and only – movie loyalty rewards program in the Canadian market. The Scotiabank SCENE debit and VISA cards allow consumers to earn points on everyday purchases, redeemable for free movies, movie snacks and more. Today, with over 1.5 million SCENE debit and VISA cardholders, the program has delivered significant customer and account growth for Scotiabank, and has successfully attracted younger consumers (ages 18 to 34) to the bank.

Younger customers are integral to the bank's future growth,...

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