Fall 2021 saw the second phase of a Newcomers to Canada campaign from Scotiabank. The timing coincided with lifting of travel restrictions to Canada and the start of a huge influx of immigrants from South Asia, China, The Philippines and countries like Morocco, Algeria, Nigeria and Kenya.

The pandemic had forced families and individuals all over the world to re-examine important decisions they had made in the past. Big changes were in the air. The essence of the campaign by Monsoon focused on changes that came after their arrival – and a new life in a new country. Scotiabank’s key message “Your future. It’s here” struck a chord with our audience and early results have been most encouraging.

The campaign ran for 10 weeks in South Asian, Chinese, Filipino and Middle Eastern media in digital, social and OOH. There was extensive PR coverage in over 35 media titles comprising digital and traditional media. The agency produced nearly 120 pieces of artwork within a 6-week period.

Scotiabank set out a long-term goal of reaching out to newcomers to Canada with their highly successful StartRight Program – a customized banking package with up to $1,250 in savings and bonuses. The target audience comprised of immigrants who had come into the country in the last 3 years and were prepared to switch their bank accounts, as well as new arrivals looking for their first account in a new country. Scotiabank chose Monsoon as their multicultural creative agency to strategize and develop a compelling digital and social media campaign in about 6 weeks to run nationally over an 8-week period. Response levels exceed all expectations.