Drive newcomer acquisition, and position NBC as the trusted reliable partners with offers for all Newcomers Financial needs including permanent residents (arriving from China and India), temporary foreign workers, newcomers (0-3 years) and students.
The NBC campaign delivered spectacular results and overperformed above the industry average. The display ads generated a total of 100 million impressions, 11 million clicks and up to 6%CTR. Video ads recorded 237K views along with 95% viewable rate. Furthermore, the campaign gained 400K views on Weibo and WeChat. TV ads in multiple languages and channels brought the message to millions of consumers’ homes.
Newcomers make for ideal/potential customers for NBC. Although NBC is an established financial corporation and had the best 5-year Newcomers programme in Canada, the awareness was very low. It was also competing against big banks to be the primary choice for new immigrants and students. The challenge was to increase brand consideration and increase engagement among South Asian and Chinese audience.
Our research showed that Newcomers to Canada have many questions and concerns, from opening a bank account to building a credit history. They also want value without paying extra. Now that NBC was aware of all the pain points, the newcomer year offer programme was the perfect answer. It offered all the solutions to make a Newcomers life in Canada easy, from opening a bank account with no monthly fees for three years, getting a new MasterCard with no credit check, to applying for a home loan along with various other banking perks and the best part they could avail it for up to five years after their arrival in Canada.
The campaign successfully launched with the theme “We’re here to answer your questions” in Tamil, Punjabi, Hinglish, and Chinese languages. Our Visually appealing creatives were designed with vibrant colors and striking imagery. The campaign focused on all aspects of digital and social media, i.e., in-language landing page, homepage banners, Google display and programmatic ads as well as YouTube videos. TV brought the message home to all audience via their media in their language. Chinese social media platforms like Weibo and WeChat were used to talk to the Chinese community with creatives and advertorials -resulting in a huge success.