Scotiabank: SCENE

This case study describes how Scotiabank, a Canadian bank, used a cinema reward program to promote its banking products.

Scotiabank: SCENE

Agency: Bensimon Byrne Inc.

Section I — Basic information

Business Results Period (Consecutive Months): June 1, 2012 - September 30, 2012

Start of Advertising/Communication Effort: June 18, 2012

Base Period as a Benchmark: November 2010 to September 2011

Section II — Situation analysis

a) Overall assessment

Loyalty rewards programs, a key driver of share-of-wallet decisions for many Canadian consumers, are now considered table stakes in an increasingly saturated market. Canadians hold an average of 6.4 rewards cards with 92% of all Canadians being a member of at least one rewards program, and 78% shopping...

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