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Scotiabank Helps New Canadians Feel at Home, Sooner

16/05/2024
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The campaign was created with Rethink

Deciding to move is a big deal. Deciding to move to a new country is a very big deal. Between complicated work visas and finding housing to finding a new bank, transferring money from abroad, and building credit 鈥 you鈥檙e leaving your friends, family, and maybe even some of your favourite foods behind. And while building a new life in a new place is fun and exciting, it can also be equal parts scary and nerve-wracking, taking a decent amount of time to truly feel at home. 

So, when do newcomers finally feel at home in Canada? 

In Scotiabank鈥檚 new spot, titled 鈥淧erfect Morning鈥, it wasn鈥檛 when newcomers from India, Harish and Isha 鈥渉ung the picture of Dada Ji鈥檚 old team,鈥 or 鈥渄iscovered samosas as good as back home,鈥 but, 鈥渋t was when we finally found friends to watch 5 AM cricket.鈥

鈥淗ome is where the heart is, and we want to help new Canadians feel at home as soon as possible,鈥 said John Rocco, vice-president of global brand management at Scotiabank. 鈥淲hile any bank can financially support newcomers, Scotiabank is determined to empathetically support them by evolving past your standard banks and banking, and truly championing life and living.鈥

John added, 鈥淗elping newcomers set up their finances right off the bat means that they can focus on the things to make home, home: like settling in, exploring their new neighbourhood, and creating their community 鈥 sooner rather than later.鈥  

Between 2023-2025, Canada is poised to welcome 1.5 million newcomers from 2023鈥2025. This represents a significant growth opportunity for Scotiabank and financial institutions to acquire recently arrived newcomers or encourage them to switch banks.  

The spot speaks to millions of new Canadians who are permanent residents, foreign workers and/or international students, who may need help starting their finances on the right foot in a new country. Scotiabank鈥檚 StartRight鈩 program is a package of cost-free products and services for one year that help new Canadians settle in their new home. 

鈥淭his is our third year highlighting the stories of new Canadians,鈥 said Michelle Spivak, group creative director at Rethink. 鈥淭he story we鈥檙e telling this year stems from a truth that immigrants from any country can relate to: that settling in is less about where you are or the things that you have, but about when you finally find friends to experience it all with.鈥

Borrowing from the Bank鈥檚 master brand spot launched in January, 鈥淧erfect Morning鈥 employs a similar zoom technique, but works to keep the setting authentic and realistic. On sound, Michelle noted, 鈥淲e wanted the music to be authentic to what was happening in the spot, our music partners Eggplant brought in some local South Asian rappers and singers and built a track reminiscent of a global sports soundtrack.鈥 

In fact, the creative team ensured that the spot was as authentic as possible, by finding actors who were immigrants themselves and using their voices to narrate. The lead actor brought his own cricket bat from home as well. The shoot location was truly a building that is home to the target: new Canadians. 

The heartwarming spot ladders back up to the Bank鈥檚 master brand, You鈥檙e Richer Than You Think by championing the richness of friendships that new Canadians build around them. 

鈥淪ince the beginning of the year, we鈥檝e launched new work that taps into the humanity of our Clients,鈥 said Laura Curtis Ferrera, global chief marketing officer, Scotiabank. 鈥淔rom our new master brand spot and Intrusive Thoughts to Money Styles and Perfect Morning 鈥 across the board, we want Canadians to know, and feel, that: You鈥檙e Richer Than You Think.鈥

The Bank鈥檚 AORs led the campaign, with Rethink on creative and PHD for media. 

In addition to the hero :30s that will run online and be shown in select cinemas and specialty TV, there are :15s cutdowns running across digital in English, French and Hinglish (a hybrid of Hindi and English). The campaign is also supported with :10s cutdowns and animated OLVs in EN/FR, along with digital, social, print and DOOH/OOH creative.

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