For the first time ever, the official NHL team mascots were featured in a multi-platform campaign. To continually engage hockey fans, we created multiple webisodes featuring the mascots in moments where their cards, and their team rivalry, could come out. An offline broadcast spot drove hockey fans to the customizable app on Scotiabank.com and the webisodes which took the time shackles off us and let us play the moments out in awkward and humorous ways.

Canada’s media landscape is over-saturated with hockey messaging but our campaign broke through in ways that bank messaging never does. In the first week alone, YouTube views were in the hundreds of thousands! Over the 14 week campaign, YouTube views reached over 10,000,000! Add up all the other Canadian banks’ YouTube views for all their campaigns in the same period, this campaign number shatters them all! Webisodes were being shared on Facebook and twitter and talked about by media, celebrity and sport outlets across the country. Debit and credit card usage spiked in the same period.