Making credit #automazing

Millennials don’t aspire to points.
They aspire to ownership.

Traditional travel rewards programs celebrate escape. But for young Canadians, progress looked different. They weren’t chasing flights — they were building futures. Credit scores. Stability. First cars.

With the General Motors Visa Rewards Card, everyday spending could accelerate vehicle ownership. The challenge was reframing a financial product in a way that felt empowering — not instructional.

The Idea

#Automazing turned car ownership into something attainable, not aspirational.

Through a series of comedic, culturally fluent video spots, we veered away from the stiff, fine-print-heavy tone typical of financial marketing. Instead of talking down to young consumers, we mirrored their confidence, making finance feel human, optimistic, and even fun.

Travel rewards promise trips you don’t own.
We offered something you could.

Bright visuals, bold typography, and an irreverent tone replaced industry drabness. The platform educated without lecturing, positioning the card as a tool for forward motion, not just transactions.

Meeting Them Where They Play

To connect authentically, we extended the campaign into gaming culture.

Through an integration with Xbox One, campaign spots were viewable directly on-platform, embedding the message inside an environment our audience actively chose.

We also launched an exclusive in-game event within Forza Horizon 3, giving players the chance to compete for an Xbox One and an Xbox Elite Wireless Controller.

Instead of interrupting culture, we integrated into it, aligning automotive aspiration with automotive gameplay.

The Impact

#Automazing shifted perception and drove measurable growth.

The multi-million-dollar campaign delivered a 403% increase in card signups, generating tens of thousands of new loyal Scotiabank GM Visa cardholders.

By reframing rewards as ownership and embedding the message inside platforms like Xbox One and Forza Horizon 3, the campaign moved beyond awareness into action. We proved that when financial products align with real-life ambition, young consumers respond.