Scotiabank International wanted to find a way to better connect with the young adult market in the Caribbean. Their challenge to us was to create a pilot program that would support their efforts to acquire new banking customers and engage youth 18 to 30 years old. The Republic of Trinidad and Tobago was selected as the test market.
We embarked on the project by examining the test market to better understand young consumers in Trinidad and Tobago. Given that the islands are the birthplace of Calypso, Soca and Steelpan, the region’s musical and ethnic heritage were identified as unique characteristics that could be used as a point of connection with local youth.
Delvinia developed a strategy to leverage music and online social communities to attract new customers to the bank. Keeping the bank’s objectives of customer acquisition in mind, we recommended the creation of a young adult online portal centred on financial advice and content created for the target audience.
A key feature of the portal was a music section called beMusic where site visitors could learn about independent music artists or share their own music. For this, we created a music and profile database. To ensure that the portal also delivered relevant opportunities to connect around financial advice, we also recommended the development of tools to trigger youth visits to visit local branches.
Finally, we recommended the creation of an online community experience for several reasons:
- to enable the bank to build trust and create connections with young customers
- to give users a voice
- to give members credit in recognition of their contributions
- to provide a platform for consumer-generated content that encourages users to interact with the brand.
Scotiabank messaging was integrated into the experience through music-related offers and sponsored content. Users could also easily access e-banking services through the portal.
Delvinia developed the site, including the music players and applications for creating social media profiles. Content on the site addressed youth interests in music, fashion, and car culture. Additionally, the site featured a “Life on Track” questionnaire designed to motivate youth to seek financial guidance in-branch at Scotiabank.
Scotiabank BE made a positive connection through the beMusic program. By providing a forum for artists and people to share music, Scotiabank BE became central to music discussion with prospective and current clients—providing the bank with an opportunity to foster connections with the brand.
The program has received the following awards and recognition:
Honoured by the Web Marketing Association in its WebAward Competition with a Standard of Excellence Award.