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Challenges
Scotiabank set out to increase penetration of its credit cards paired with Scene+ membership, boosting awareness and driving consideration among consumers ranging from travelers and younger enthusiasts, to existing Scene+ members to promote additional perks.
To do so, the brand needed to move beyond passive exposure and instead engage consumers in moments where rewards, travel, and spending were already top of mind. Scotiabank wanted to connect with consumers in the right mindset, where the value of Scene+ could immediately resonate.
Methodology & Strategy
By combining Scotiabank’s value-driven messaging with GumGum’s contextual intelligence and attention measurement capabilities, the campaign was built to align with real consumer moments and not just standard demographics.
This mindset-first approach ensured Scotiabank showed up in environments where audiences were naturally more attentive and receptive, maximizing both engagement and impact.
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Performance/Results
By aligning messaging with consumer mindset and showing up in high-attention environments, Scotiabank was able to drive meaningful movement across key brand metrics.
The campaign translated attention into impact, increasing awareness, strengthening brand perception, and driving greater intent to consider Scene+ credit cards.
These results reinforce that when brands connect in moments where consumers are already thinking about spending, rewards, and experiences, messaging becomes more relevant and more effective.
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