Boosting brand awareness 22% for Scotiabank’s Scene+ credit cards

Beyond the Toolbox

Increase in brand awareness

012012%

Increase in brand favourability

010%

Increase in purchase intent

0123456%

Industry

Financial Services

Region

North America

Solution

In-Article

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“Using GumGum’s Mindset Graph we were able to move beyond traditional DIY audience targeting and connect with audiences through the broader interests and passions that shape their everyday behaviors. The campaign proved that contextual relevance isn’t limited to category-specific content, it’s actually about connecting with consumers when they’re most receptive to the message.”
Marc Bazerghi
Senior Manager, Loyalty & Partnerships Marketing, Scotiabank

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.

Finding Scotiabank’s Audience

Using GumGum’s Mindset Graph Intelligence, high-attention environments tied to everyday passions and planning moments were identified to highlight Scene+ where the benefits felt most relevant.

Strong alignment was tracked across content categories such as Travel, Events, Attractions, Shopping, and Home & Garden to reinforce the mindset connection.

Looking deeper, these environments reflected key consumer mindsets, from planning family travel and exploring adventure destinations to preparing for vacation shopping and investing in home improvement projects. By aligning with these moments, Scotiabank connected with audiences when rewards and spending were already part of the consideration set.

Audience Engagement

Creative played a critical role in capturing and sustaining attention.

Through GumGum’s Creative Attention Tracker (CAT), we identified that messaging highlighting “2X” and “5X” rewards generated the strongest attention spikes, clearly signaling which value propositions resonated most with consumers.

By pairing high-impact creative with contextually relevant placements, Scotiabank was able to turn moments of attention into meaningful engagement.

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.

012012%

increase in brand awareness

010%

increase in brand favourability

0123456%

increase in purchase intent

0123.01234seconds

average attention time (above benchmark)

Finding Scotiabank’s Audience

Strong alignment was tracked across content categories such as Travel, Events, Attractions, Shopping, and Home & Garden to reinforce the mindset connection.

Audience Engagement

Creative played a critical role in capturing and sustaining attention.

By pairing high-impact creative with contextually relevant placements, Scotiabank was able to turn moments of attention into meaningful engagement.

012012%

increase in brand awareness

010%

increase in brand favourability

0123456%

increase in purchase intent

0123.01234seconds

average attention time (above benchmark)