Role: Strategic Planner
Client: ScotiaBank
Industry: Finance
Platform: IG, X, Meta, YouTube
Location: Barcelona
Year: 2019
Context
In today's cultural landscape, traditional banking models are increasingly perceived as outdated and restrictive, particularly by millennials. This generation values freedom, flexibility, and empowerment, seeking alternatives that align more closely with their lifestyle and values. With advancements in technology and a growing distrust of traditional institutions, there's a cultural momentum towards challenging the status quo of banking. Millennials are eager to break free from conventional constraints and redefine their banking experiences according to their own terms, reflecting broader societal trends towards autonomy and self-expression.
The Problem
One major barrier ScotiaBank faces is low awareness and engagement among younger demographics, particularly millennials. This target audience has different expectations and preferences when it comes to banking and financial services, making it crucial for ScotiaBank to adapt its communications approach.
The Insight
In some cultures, particularly in the United States, there’s a historical narrative of the frontier spirit that celebrates self-reliance and individualism. The idea of the frontier spirit is closely tied to the concept of Manifest Destiny, which held that American settlers were destined to expand across North America.
The frontier spirit encapsulates the American ideal of forging one's own path, overcoming obstacles, and carving out a better future through hard work and determination. It's a narrative that has permeated American culture, influencing everything from literature and art to popular media and political discourse.
Creative strategy
The “Unbank Yourself” campaign is a bold call to action that challenges the status quo of traditional banking. It was strategically designed to resonate with the cultural ethos of self-reliance and individualism, particularly drawing from the American frontier spirit. The campaign aimed to empower millennials to redefine their banking experiences by leveraging modern technology and personal financial education, mirroring the pioneering determination of early American settlers. Through a narrative that celebrates financial autonomy and the breaking away from traditional banking constraints, the campaign leveraged social media channels to engage with the audience, sharing educational content, user stories, and some activations that encourage personal financial exploration and independence.
MY CONTRIBUTION
• Brand Analysis
• Communication Strategy
• Cultural strategy
• Social Media Strategy
• Content Strategy
• Insight Development
• Creative Brief
• Trend Research
• Awareness Strategy & Customer Journey Mapping
