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.
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.
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.