To clearly communicate the benefit of how the Scotiabank Scene Debit card gets you free movie experiences, we surprised unsuspecting movie-goers with a free movie experience. Nearly 1,000 seats, drinks and tubs of popcorn were 'on Scotiabank' on the evening of the Canadian première of a summer blockbuster – The Avengers. We filmed people’s genuine reactions with 20 strategically placed, hidden cameras. Hundreds of people were exposed to this persuasive demonstration on the night of our event. And then the 30 second broadcast piece that we aired on TV and online exposed millions more to it.

The campaign resonated strongly with the target, driving significant new account growth –62,000 new accounts opened– during the campaign period (July - August). 2012 was a record-breaking year for SCENE Debit Card with new accounts over plan by 39%. And, as a surprising bonus, the SCENE VISA card business was up 55% even though it was never part of the initial business objective.