Agency: Bensimon-Byrne |
Scotiabank – You're richer than you think
Winner: Services Financial - SilverBest Integrated - Silver
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): October 2004–March 2006
Start of Advertising/Communication Effort: October 4, 2004
Base Period for Comparison: Aug/Sept 2004 and year ago
There's a perception across Canada that the big banks are the same. They're a necessary evil. Everybody needs one, but nobody really likes those big profits and high fees.
Convincing a consumer that a bank is different is a long, hard climb. Perceptions have been entrenched for decades. So how do you do it?
You start with...