Canadian Treasurer

November 30 , 2012

Scotiabank scores several wins at Canadian Marketing Awards

TORONTO--Scotiabank was recognized at the 2012 Canadian Marketing Awards Gala winning a number of awards for its "Richness is" campaign as well as in the customer management categories for its SCENE 3D program and for mobile banking.

"We are incredibly honoured to be recognized for our marketing campaigns," said Duncan Hannay, Senior Vice President of Marketing for Scotiabank. ""Richness Is..." is an evolution of 'Your richer than you think'. The spirit behind the campaign is that true richness isn't about money, but about rich life experiences. The campaign features a number of real life situations highlighting that "richness" is defined by people on their own terms."

Within the financial division, Scotiabank won the following awards with creative partner Bensimon Byrne for the "Richness is" campaign:

•Integrated Financial Campaign - Gold
•Advertising - Gold
•Community Engagement - Silver
•Digital - Bronze

The campaign features a variety of television, print and outdoor advertising targeted to Canadians at different life stages. Scotiabank's ads had an authentic touch as a number of the spots were created from user-generated content that customers shared through social networks, and gave Scotiabank permission to use - from amateur videos to photos.

Scotiabank also won both a silver and bronze customer management award for initiatives led by RAPP, for the SCENE 3D program and for mobile banking.

"We are very proud to have our SCENE 3D and mobile banking initiatives recognized," said Hannay. "We thank the judges for their consideration."



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