Strategy
Through the concept “This campaign is for you”, the initiative invited customers to recognize their own “moment” and discover financial solutions designed for them. By humanizing segmentation and giving it an emotional dimension, the campaign turned banking into a conversation about personal milestones, not just products.

Execution
Together with Team RED, we developed integrated campaigns across ATL (TV, radio, OOH), Paid Media (Meta, YouTube, Programmatic), Owned Media (SEO, the bank’s website, in-branch activations, social media content and direct marketing). Each “moment” was highlighted with creative pieces tailored to its audience, supported by content ecosystems that explained benefits in simple, human language.

ROLE

Brand Strategy Director

YEAR

2024

Conoce tu Momento

Scotiabank Colpatria.

Overview
“Conoce tu Momento” is a brand platform designed to connect with people at different life stages — from their first job to building long-term wealth. The campaign positions Scotiabank Colpatria as a financial partner that adapts to the customer’s journey, offering tailored products, services, and benefits aligned with each life moment.

Challenge
Customers don’t experience financial needs in the same way: some are starting careers (Momento Pro), others are focused on growth (Momento Preferente), while others are building and protecting assets (Momento Premium). The challenge was to segment audiences without losing brand consistency, creating personalized campaigns that could speak directly to each life stage while reinforcing Scotiabank’s value proposition.

My Role

As Brand Strategy Director:

  • Defined the strategic framework for the “life moments” segmentation, ensuring it translated into campaigns that felt personal and consistent.

  • Aligned cross-channel efforts so each moment spoke with the same voice but targeted specific financial needs.

  • Led the integration of media planning, content development, and digital activations to maximize reach and relevance.

  • Partnered with agencies to ensure every execution connected emotionally while delivering measurable business outcomes.

Impact

  • Positioned Scotiabank Colpatria as a bank that adapts to people, not the other way around.

  • Strengthened brand differentiation by humanizing financial segmentation.

  • Expanded product awareness across payroll accounts, credit cards, investment solutions, and mortgages by linking them to relatable life stages.

  • Built stronger emotional connections with customers, reinforcing loyalty and trust.