Client: Scotia Bank
Audience: homeowners who are renovating or performing home improvements
As a financial institution, not a provider of retail products or services, Scotiabank needed a clever, unique consumer program that suited its new CSR division. It was very important that the institution not be seen as pedantic but as helpful to its clients, particularly those looking for assistance with home renovation products.
After numerous discovery and strategy sessions, the Green Living team developed EcoLiving, a multi-channel program that would not only advise consumers as to how they could save resources and energy by upgrading appliances, fixtures and insulation, but demonstrate how they could save money on those upgrades by taking advantage of provincial and federal rebates. EcoLiving’s online launch was followed up with a gorgeous magazine and a prestigious awards program that rewards innovators who are helping homeowners save energy and money.
The EcoLiving program plan garnered the support of Environmental Defence, which helped it realize its goals. The progam has deepened the connection between Scotiabank and its clients, both anecdotally and in increased business. The awards program is attracting nominations from across the country, not to mention a panel of high-profile judges.