The target could minimise their overall borrowing costs with rates as low as Scotiabank Prime +2.5%. We decided to drive that home with a chart that highlighted the savings garnered by transferring balances to this card from other higher-rate cards. We also focused on how the higher credit limit that comes with a line of credit provides greater purchasing power. Our package featured a standard #10 outer envelope with a teaser, letterhead, application form and reply envelope. The package also included a buck slip, which highlighted the main features and benefits of the card.

The main objective of this campaign was to obtain insight and experience related to the acquisition of non-Scotiabank customers to substantiate large-scale external acquisition. Overall, this campaign achieved a 2.4% gross response rate (60% above 1.5% objective) and an 8% gross response rate was achieved on qualified contacts made by the Call Centre.