Scotiabank breaks new campaign
By Derek Winkler
Scotiabank has begun a new advertising campaign reintroducing the tagline, “You’re Richer Than You Think,” first used in 2006. The campaign, developed by Rethink, includes a 60-second television commercial intended to give consumers “a more hopeful perspective on their financial potential.” The creative depicts a series of situations in which people “feel rich in their own way.” The national campaign, which will run through 2024, also includes 30- and 15-second television commercials, cinema advertising and online video. Media work is being handled by PHD.
“Our research shows us Canadians are spending a record amount of time worrying about their finances, from paying for day-to-day expenses, paying off debt and saving for emergencies,” said John Rocco, vice-president of global brand management at Scotiabank. “Our relationship with money is highly emotional. In the current economic environment, the future may feel daunting to some, and that’s why we’ve evolved our ‘You’re Richer Than You Think’ platform to more accurately reflect the behaviour we’re seeing across Canada and to show how Scotiabank can be there when our clients need us. We believe our responsibility as a bank is to give our clients the financial confidence, advice, and tools they need to navigate their personal financial situations, whatever those may be.”