Challenge

Scotiabank’s mortgage division was facing increased competitive pressure and needed to boost their brand

Objectives:

• Capture the attention of mortgage brokers across the country
• Do something bold and different, like their brand
• Create an engaging program that builds relationships between Scotiabank’s underwriters and 500+ brokers across Canada

Solution

A Nationwide Brand-Building Interactive Event Tour

Rick Cram developed and hosted a series of interactive, full-audience participation events that entertained and informed. Using an original game show production that had the brokers and underwriters teaming-up to play and compete for prizes, Rick was able to directly involve over 500 mortgage brokers in eight events.

Formula for success:

• Create a concept that reflects the uniqueness of the Scotiabank brand
• Make it highly interactive
• Use the power of Q&A to make it educational
• Produce high-quality productions
• Aggressive promotion about the value of the *experience*