Scotiabank debuts Money Style
By Derek Winkler
Scotiabank has introduced an online promotional initiative called “Money Style.” Developed by Rethink, the promotion takes the form of a quiz intended to encourage customers to have “more insightful conversations about money” by illustrating six “money styles.” The quiz consists of 15 questions based on scenarios such as, “How do you feel when it’s time to split a bill at a restaurant?” and “What are you thinking when a friend asks you to sponsor their charity run?” The quiz is being promoted with content marketing at The Globe and Mail and La Presse as well as influencer activities and in-branch materials. It is located at <http://www.scotiabank.com/moneystyle>.
“From personality quizzes and horoscopes to attachment styles, we’re in an era of self-discovery, with the Internet full of advice to better understand ourselves and how we relate to each other,” said Meredith Montgomery, head of brand narrative at Rethink. “As we researched the psychology of money, we realized there was a gap in understanding what’s driving the way we think and feel about our finances. Now that ‘Money Style’ exists, we want everyone to take the quiz and to start a national conversation about the importance of really talking about money.”