Ni Hao. Hola. Hello. . . .
Brand
Scotiabank has long outperformed international benchmarks, supported by strong growth, high-profit margins and competitive operating costs. But the recent economic downturn had put its growth under pressure. To maintain profitability, the bank was ready to approach the burgeoning student market with a campaign aimed at targeting students at campus recruitment fairs.
Strategy
“Ni Hao Hello Hola – Wish You Were Here” – was the campus-focused concept communicating that Scotiabank is Canada’s most international bank. This approach allowed us to explore diversity through the selected images and by using other dialects to set a friendly, inclusive and approachable tone.
This was an online experience that would take the user to various countries around the world and ask questions that would educate the user on the offerings of Scotiabank. Throughout the journey they begin to understand the culture, opportunities and values that make up the Scotiabank Group.
As they journey through Scotiabank’s world, the visitor is asked to submit answers to a series of fun questions. While the person is waiting for their entry to be processed, their “Travel Ticket”, they are encouraged to visit the job board and submit a profile. In doing so, they are entered into the travel contest twice… doubling their chances of winning.
The slogan “Wish You Were Here” expands on the travel idea as the statement is commonly used when writing a postcard to friends or family while on holiday. More importantly, it tells the participant that Scotiabank is truly interested and wishes the candidate to be a member of the Group.
Outcome
We stayed true to Scotiabank brand’s core purpose and values and were able to attract new talent through an engaging campaign.
Promotional Drivers
A series of postcards were distributed at the student career fairs. Along with other promotional items, they acted as a web driver and the career site and printed cards featured images of exotic destinations. This approach reinforced the Value Proposition and provided interesting facts about the international scope of Scotiabank.
As part of the promotional items, the staff at the booth for campus events also wore the T-shirts with the content branding. Other giveaways included:
- Similar branded T-shirts
- Plastic carry bags for career fair events (which get lots of exposure while students walk around the event)
- Water bottles with the same messaging
Each career centre had a prominent Poster & postcards for distribution as well as a laptop displaying the contest on rotation at the events.
Other Promotional Drivers:
- Workopolis campus banners
- Web banners on the career centre portals of targeted schools
- Newspaper Ads in key A-list school newspapers
- Radio advertising on campus stations
- HTML email sent to all of the current students in Scotiabank’s database
- Ads in Job Postings magazine along with online advertising
The campus recruitment drive for Scotiabank was a resounding success, resulting in 38% rise in new applications. Today Scotiabank’s campus recruitment drive is a regular feature and happens many times through the course of a year at various locations all across Canada.
Scope of Project
- Brand Strategy
- Messaging
- Web Design and Development
- Digital and Printed Marketing Assets
- Marketing Brochure
- SEO Strategy
Website:
https://www.scotiabank.com/careers/en/careers/why-scotiabank.html