Scotiabank Be
The Situation:
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 in the 18- to 30-year-old age bracket.
The Republic of Trinidad and Tobago was selected as the test market.
The Solution:
We embarked on the project by examining the test market to determine what makes Trinidad and Tobago unique. Given that the islands are the birthplace of Calypso, Soca and Steelpan, we focused on the region’s musical and ethnic heritage.
After completing an assessment of the market, our digital strategy and customer experience design team developed a strategy to leverage the music and digital communities to attract new customers. To meet the bank’s objectives, we created a young adult portal centred on financial advice written for the target audience.
A key feature of the portal was a music section called beMusic where site visitors could find out about independent music artists or share their own music. For this, we created a music and profile database.
We recommended the creation of a 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.
The Results:
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.