Scotiabank begins Perfect Day campaign
By Derek Winkler
Scotiabank has begun a campaign called “Perfect Day” to promote its StartRight program for newcomers to Canada. Developed by Rethink, the campaign is intended to illustrate the challenges new residents face by depicting a real woman working to improve the life of her daughter. The initiative is a follow-up to the bank’s 2022 campaign, “First Day.” The campaign consists of cinema advertising and online video in English, French and Hinglish, accompanied by out-of-home, digital and social media ads.
“Arriving in a new country is only the beginning of the journey,” said Kesi Olafimihan, vice-president of Canadian banking marketing and enterprise digital growth at Scotiabank. “The post-arrival experience is really what shapes the foundation for the new lives that parents hope to build for their children. Our intention was to create work that feels true to that lived experience. Our goal at Scotiabank is to remove barriers and create smoother pathways for newcomers to start their new life in Canada by providing them with sound financial advice throughout every stage of life, whether that’s purchasing a first home, starting a business, or planning for their retirement.”