案例简介：

案例简介：Synopsis Peru is the country in Latin America with highest wage gap 29.2%, this particular gender gap evidence is very hard to notice and people don’t realized it because is very common to see in the companies the under payment for women as a common practice. When you add to the equation the fact of being a working mother, Peruvian society punished extremely hard maternity becoming the main factor for the huge gap existence. In context of the International Women’s Day all category brands are used do naive and superficial greetings. Distorting the real purpose and pursuit of the International Women's day. Scotiabank as a brand believe that every client has the right to be better, wanted to disrupt this traditional greetings taking action generating a disruptive experience. The challenge was to make that happen with just $20,000 dollars. Strategy The key factor for success was doing something relevant not just communicating finding a way for explaining the problem in a simple but bold way. By compensating all our women clients, we wanted to maximize and generate quick awareness of the problem in just one day and with a limited budget of $20,000 dollars. In this part of reached influencers all over the country support and share the action increasing the reach of the idea, as part of the support our social media channels where used to show a content where the idea was explained. Relevancy Different from violence or discrimination, wage gap is an invisible symptom of gender inequality something you don’t usually see because it happens in the privacy of contracts and job conditions. In order to generate awareness of Peru as the country with the highest wage gap in Latin America and start changing this reality one key factor to get people closer to this reality was designing an activation experience that compensate the wage gap for all women clients from Scotiabank but with highly strategically optimization due to the limited budget of $20,000 dollar. Outcome With just $20,000 dollars the results where huge: - More than 7 Million people impact with the idea - Our audience engage with the idea so much that the shares of the idea where 1.600 more than the main competitors banks. - The use of Scotiabank cards for purchase grew 95% more. - The average ticket increased in 61% - And last but not least on that day the congress approved a law that prohibited wage discrimination between men and women. Execution Price of Equality idea was developed for the International Women’s Day 2018 to make the idea powerful and relevant to all or female clients and the general population. We use partnerships with our affiliate stores understanding through their consumption who and where were women clients usually use their Scotiabank cards and surprised them on that day with prices 29,2% less as a compensation for wage gap in Peru. As we have only $20,000 dollars of budget, bank branches were used as medium, the equivalent of $500,000 dollars in local currency whose value was 29,2% were delivered in the branches to the client to maximize awareness of the problem. Then the social media channels from Scotiabank and a series of influencers help us spread the word. CampaignDescription In the economic and banking language there’s a very common term used and understand by the people, exchange rate, a term that explains the price of one currency compared to another just like the wage gap but with men and women. Is here where the idea Price of Equality was born, if in Peru men and women have a different value in the labour market, Scotiabank compensated that wage it in that day to all their clients with a 29.2% discount in every associate business. So in the context of International Women’s Day all their women can live the way the should everyday and generate awareness of the huge gap women face in their works. As part of the activation experience we printed the equivalent of $500,000 dollars in Peruvian Currency Soles with faces of women that worth 29.2% less and deliver it on our branches.

The Price of Equality

案例简介：

The Price of Equality

案例简介：Synopsis Peru is the country in Latin America with highest wage gap 29.2%, this particular gender gap evidence is very hard to notice and people don’t realized it because is very common to see in the companies the under payment for women as a common practice. When you add to the equation the fact of being a working mother, Peruvian society punished extremely hard maternity becoming the main factor for the huge gap existence. In context of the International Women’s Day all category brands are used do naive and superficial greetings. Distorting the real purpose and pursuit of the International Women's day. Scotiabank as a brand believe that every client has the right to be better, wanted to disrupt this traditional greetings taking action generating a disruptive experience. The challenge was to make that happen with just $20,000 dollars. Strategy The key factor for success was doing something relevant not just communicating finding a way for explaining the problem in a simple but bold way. By compensating all our women clients, we wanted to maximize and generate quick awareness of the problem in just one day and with a limited budget of $20,000 dollars. In this part of reached influencers all over the country support and share the action increasing the reach of the idea, as part of the support our social media channels where used to show a content where the idea was explained. Relevancy Different from violence or discrimination, wage gap is an invisible symptom of gender inequality something you don’t usually see because it happens in the privacy of contracts and job conditions. In order to generate awareness of Peru as the country with the highest wage gap in Latin America and start changing this reality one key factor to get people closer to this reality was designing an activation experience that compensate the wage gap for all women clients from Scotiabank but with highly strategically optimization due to the limited budget of $20,000 dollar. Outcome With just $20,000 dollars the results where huge: - More than 7 Million people impact with the idea - Our audience engage with the idea so much that the shares of the idea where 1.600 more than the main competitors banks. - The use of Scotiabank cards for purchase grew 95% more. - The average ticket increased in 61% - And last but not least on that day the congress approved a law that prohibited wage discrimination between men and women. Execution Price of Equality idea was developed for the International Women’s Day 2018 to make the idea powerful and relevant to all or female clients and the general population. We use partnerships with our affiliate stores understanding through their consumption who and where were women clients usually use their Scotiabank cards and surprised them on that day with prices 29,2% less as a compensation for wage gap in Peru. As we have only $20,000 dollars of budget, bank branches were used as medium, the equivalent of $500,000 dollars in local currency whose value was 29,2% were delivered in the branches to the client to maximize awareness of the problem. Then the social media channels from Scotiabank and a series of influencers help us spread the word. CampaignDescription In the economic and banking language there’s a very common term used and understand by the people, exchange rate, a term that explains the price of one currency compared to another just like the wage gap but with men and women. Is here where the idea Price of Equality was born, if in Peru men and women have a different value in the labour market, Scotiabank compensated that wage it in that day to all their clients with a 29.2% discount in every associate business. So in the context of International Women’s Day all their women can live the way the should everyday and generate awareness of the huge gap women face in their works. As part of the activation experience we printed the equivalent of $500,000 dollars in Peruvian Currency Soles with faces of women that worth 29.2% less and deliver it on our branches.

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The Price of Equality

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