Goals for Goals
Scotiabank aimed to capture the attention of Toronto Maple Leafs fans and raise awareness for their new service offering, Scotia Advice+. Through the Goals For Goals campaign, when the Leafs scored, our fans scored, thus assisting them in reaching their financial goals. Fans had the opportunity to expedite their financial objectives by participating in the contest via paid and organic social media channels, as well as in-person activation spaces. Whether fans sought to pay off student debt, invest in a home, or plan a trip, Scotiabank and the Toronto Maple Leafs were poised to help them achieve their goals more rapidly.
THE PROBLEM
In 2021, only 50% of Leafs customers were confident in their financial future. Fans required a means to cultivate a more positive outlook regarding the attainment of their financial goals.
THE ASK
Develop a program that not only raises awareness and fosters a connection with Scotiabank Advice+ among fans but also encourages them to adopt a more optimistic perspective about their future financial prospects.
CREATIVE INSIGHT
Fans should commemorate their financial achievements with the same fervor they exhibit when their favorite team scores a goal.
THE IDEA
"Goals for Goals" was an in-game trigger program that rewarded one fan with $1,000 towards their financial plan for every goal scored by the Leafs. Fans simply needed to submit their financial goals to Scotiabank to enter the contest and participate in the campaign. This offer was promoted across all owned, earned, and paid channels.
The
Results
THE Results
This is the power
of partnerships
