The Bank of Nova Scotia, more widely known as Scotiabank, decided to try something new for its marketing campaign for the start of the hockey season. A survey of the competition showed the same old message: the close connection between being Canadian and loving hockey. Feelings of pride and sentimentality are not uncommon. Scotiabank, however, added a new flavor to their ads this year-humour. Although this is new territory in a saturated arena, the company was careful to adjust its new marketing message.

Funny but not over the top is what Scotiabank was aiming at. They were careful to ensure the sincerity and emotionality of the ads. Furthermore, this was helping the brand with “image transfer”. This concept is similar to brand positioning in that both are trying to gain a spot within the consumer’s mind. Image transfer is one of the main incentives for companies who endorse certain athletes or sports. It stimulates a transfer of qualities from the athlete/sport to the company itself. In the case of Scotiabank, a non-living business, doing such emotional and heart-warming hockey ads may help with this image transfer.

By using a focus differentiation strategy for marketing (albeit a small segment) is a unique approach that could reap excellent rewards in the long run. It takes time for consumers to establish a company with a certain theme. It’s a good thing that the place that hockey holds in every Canadian is not going away any time soon.

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/blood-sweat-and-tears-scotiabank-shoots-at-hockeys-softer-side/article20898455/