Scotiabank “You’re Richer Than You Think”

There is a perception across Canada that all the big banks are the same – and from a product standpoint, they are.

Scotiabank “You're Richer Than You Think”

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

October 2004–March 2008

Start of Advertising/Communication Effort:

October 2004

Base Period for Comparison:

Pre-Launch Period and Historical Comparisons

a) Introduction

We all know banks are a necessary evil. Everybody needs one, but nobody really likes them. And it's not just Scotiabank. It's all banks, with their large quarterly profits and high fees. So what do you do when there's open consumer hostility toward you and you're trying to convince them that you're different?

You start with your key customers. You tell them the truth. And you talk...

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