Scotiabank: Case study

Credits & Description:

Category: Finance
Media: Experiential
Brand: Scotiabank
Agency: Wunderman
Geo: Peru
Advertising Agency: Wunderman Phantasia, Lima, Peru
Chief Creative Director: Jose Aburto
Head of Art: Augusto Landauro
Creative Director: Diego Sugai
Copywriter: Diana Flores
Art Director: Diego Izquierdo
Senior Designer: Miguel Ucañán
Illustrator: Rolando Aquije
Published: March 2018
Synopsis:
Peru is the country of Latin America with the highest wage gap between men and women: 29.2%.
We intervene the price of products and services from our affiliated stores all around the country, so that when our female clientele bought them, they would be worth 29.2% less. A special percentage discount to all our female clients for the gender wage gap that still exist in Peru.
WUNDERMAN PHANTASIA Lima, Peru Entrant Company
WUNDERMAN PHANTASIA Lima, Peru Idea Creation
LA PEPA Lima, Peru Production
LLORENTE & CUENCA Lima, Peru PR
PHD CAUSAMEDIA Lima, Peru Media Placement
Jose Aburto Wunderman Phantasia CCO
Carlos Bernal Wunderman Phantasia Account Manager Director
Augusto Landauro Wunderman Phantasia Head of Art at Large
Diego Sugai Wunderman Phantasia Creative Director
Diana Flores Wunderman Phantasia Senior Copywriter
Diego Izquierdo Wunderman Phantasia Art Director
Miguel Ucañan Wunderman Phantasia Art Director
Hamilton Peña Wunderman Phantasia Executive Account Director
Angela Alarcón Wunderman Phantasia Account Director
Ernesto Vargas Wunderman Phantasia Account Executive
Victor Garzón Wunderman Phantasia Planning Director
Elena Fajardo Wunderman Phantasia Planner
Karol Huerta Wunderman Phantasia Social Media Supervisor
Vanessa Oropeza Wunderman Phantasia Community Manager
Pierina Montoya Wunderman Phantasia Community Manager
Enmanuel Alfaro Wunderman Phantasia Social Listener
Luis Grieve Wunderman Phantasia Audiovisual Production Manager
Alex Ríos Wunderman Phantasia Executive Production
Karim Vásquez Wunderman Phantasia Editor
Hugo Prieto Wunderman Phantasia Designer
Anthony Vega Wunderman Phantasia Designer
Rolando Aquije Wunderman Phantasia Illustrator
Rafael Delgado Aparicio Scotiabank Head of Marketing & CSR
Gaby Rodriguez Larrain Scotiabank Main Manager, IR & CSR
Carlos Peñaranda Scotiabank Director of Strategic Communications
Colomba de la Piedra Scotiabank Digital Advertising Manager
Marinés Olcese Scotiabank Offline Marketing Manager
Anna Portocarrero Scotiabank Marketing Experience Assistant Manager
Diego Caballero Scotiabank Digital Marketing Manager
Irene Guerra Scotiabank Digital Content Marketing
Vanessa Zelada Scotiabank Head of Acquisition SEM & SEO Digital Marketing


Synopsis
Peru is the country in Latin America with highest wage gap 29.2%, this particular gender gap evidence is very hard to notice and people don’t realized it because is very common to see in the companies the under payment for women as a common practice.
When you add to the equation the fact of being a working mother, Peruvian society punished extremely hard maternity becoming the main factor for the huge gap existence.
In context of the International Women’s Day all category brands are used do in context the celebration naive, superficial greetings distorting the real purpose and pursuit of the elimination of gender gap.
Scotiabank as a brand believe that every client has the right to be better, wanted to disrupt this traditional greetings taking action generating a disruptive experience.
The challenge was to make that happen with just $20,000 dollars.
Strategy
The key factor for success was doing something relevant not just communicating finding a way for explaining the problem in a simple but bold way with a limited budget of $20,000 dollars. To maximize and generate quick awareness of the problem in just one day Scotiabank printed the equivalent of $500,000 dollars in Peruvian Currency Soles with faces of women that worth 29.2% less.
Partnerships with affiliate stores gave a 29,2% discount to women and surprised them as a compensation for wage gap in Peru
In this part of reached influencers all over the country support and share the action increasing the reach of the idea, as part of the support our social media channels where used to show a content where the idea was explained.

Relevancy
With a minimum budget of $20,000 but with a ambitious goal of starting a huge change in the mindset of Peruvian society around wage gap using a common economic and trading term exchange rate that refer to the price between currencies we used bills in all Scotiabank branches as the main media to generate awareness of problem that mostly is invisible to all society and start changing the reality women live in.

Outcome
With just $20,000 dollars the results where huge:
- More than 7 Million people impact with the idea
- Our audience engage with the idea so much that the shares of the idea where 1.600 more than the main competitors banks.
- The use of Scotiabank cards for purchase grew 95% more.
- The average ticket increased in 61%
- And last but not least on that they the congress approved a law that prohibited wage discrimination between men and women.

Execution
Price of Equality idea was develop for the International Women’s Day 2018 to make the idea powerful and relevant to all or female clients and the general population $500,000 dollars in local currency whose value was 29,2% were delivered in the branches to the client to maximize awareness of the problem, Then partnerships with affiliate stores gave a 29,2% discount surprised them as a compensation for wage gap in Peru. As we have only $20,000 dollars of budget, bank branches were used as medium, the equivalent of $500,000 dollars in local currency whose value was 29,2% were delivered in the branches to the client to maximize awareness of the problem. Then the social media channels from Scotiabank and a series of influencers help us spread the word.

Campaign Description
In the economic and banking language there’s a very common term used and understand by every single person, Exchange Rate a term that explains the price of one currency compared to another just like the wage gap but with men and women.
Is here where the idea Price of Equality was born, if in Peru men and women have a different value in the labour market, Scotiabank printed the equivalent of $500,000 dollars in Peruvian Currency Soles with faces of women that worth 29.2% less and compensated it in that day to all their women clients with a 29.2% discount in every associate business. So in the context of International Women’s Day all their clients live the way the should live everyday and generate awareness of the huge gap women face in their works.