Scotiabank “Second Opinion” Campaign

Scotiabank had historically lagged other major financial institutions in its segment. A compelling way to convince consumers that Scotiabank understood investing and was the bank worth investigating was needed.

Scotiabank “Second Opinion” Campaign


Business Results Period (Consecutive Months):

November 2006-March 2008

Start of Advertising/Communication Effort:

November 6,2006

Base Period for Comparison:

Sept-Oct 2006 and year ago.

a) Introduction

No banking sector depends on trust more than investments. Getting customers to consider a different bank for a chequing account is difficult enough, but getting them to consider a different bank for their hard-earned investments is next to impossible.

The mutual fund business was growing rapidly and investors already had trusted relationships with financial institutions. Scotiabank had historically lagged other major financial institutions in this segment so building its...

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