RBC delivers an emotional welcome to new Canadians

Who: RBC with Dentsu Creative for strategy and creative.

What: “New can feel like home,” an ad campaign that introduces new Canadians to RBC’s “Newcomer Advantage,” a series of resources and services to help them settle in Canada.

When & Where: No broadcast TV for this one, since RBC wants to be more targeted at new Canadians. There’s a 30-second brand spot with cutdowns running as OLV, social video and on connected TV, supported by tactical social / digital and OOH creative (see it at bottom). The campaign launched in mid August and runs until Oct. 15.

Why: Canada’s relatively high levels of immigration have made new Canadians an important, and valuable, consumer group not just for banks but for most marketers in Canada for years now. But that segment will become will represent even greater opportunity for brands in the near future as Ottawa intends to open the doors to greater numbers of new Canadians, welcoming 500,000 immigrants a year by 2025.

“Our support for newcomers and our marketing to them isn’t new, but this campaign is definitely fresh approach to connect with this audience in a culturally relevant and authentic way,” said Amit Brahme, RBC’s senior director, newcomer and cultural client segment.

“[T]he campaign is designed to zero in on both the newcomer experience, and the friendly face of our Newcomer Advisors—who are specially selected based on their work and life experience, language skills and ability to support, and in many cases advisors were once newcomers themselves.”

How: The anchor spot shows how a family of three (mom, dad and young girl) arrive in Canada from South Asia, and very quickly start to feel at home thanks to help from a RBC advisor.

“RBC advisors can provide the advice, support, and community connections you need. Because many were once newcomers too,” says the narrator, with “New can feel like home” appearing on screen as the spots nears its conclusion.

Research shows it is critical that new Canadians find support soon after arriving in the country, which is the intent of the ad. “Capturing this through the lens of all the new experiences a newcomer family goes through, and the support RBC can provide, shows just how much they understand the newcomer journey and, like us, they’re inspired by the courage it takes to move to a new country,” said David Federico, Dentsu creative director.

“Traditionally this space is full of offers and a focus on products, so this new RBC campaign was designed to recognize the emotional and courageous nature of this important step in life,” added Brahme. “In telling the newcomer story, we wanted to ensure our approach was culturally authentic and the vignettes captured the stress and joy of the first 72 hours in a new country.”

Quote: “Our aim in collaborating with Dentsu Creative in launching this program was to really celebrate the courage and bravery needed to uproot one’s life and highlight just how much empathy brands should have in working with newcomers.” —Jennifer Howard, Vice President, Lending, International Banking & Cultural Marketing.

David Brown