We supported the promise of putting cash in the target’s hand by focusing on the card’s cash back benefit, the low introductory rate of 1.9% on cash advances and balance transfers and the $0 annual fee. Our target was a credit-risk approved customer, wherein we tested “pre-approving” half the mail file. As for the creative, the finished package featured a 6x6 envelope and brochure. Both copy and imagery were consistent with Scotiabank’s five core brand values of insightful, spirited, win-win, straightforward and respectful. The package also included an acceptance or application form and reply envelope for quick and easy response.

The main strategy for this campaign was to acquire enough data to support building a response model. 50,000 customers were randomly selected upon passing through internal credit screening processes. Half of these customers received a pre-approved offer and the remaining received an invitation to apply. This campaign achieved a 2.3% net response rate (130% above 1% objective) for those customers who were pre-approved. Overall, the campaign achieved a 1.4% net response rate (40% above 1% objective) and balances that were 63% above objective. Given positive results, a response model was built to allow more enhanced targeting for future campaigns.