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The Work

 

When We Spoke to New Canadians, They Listened.

Chinese and South Asian people account for most of Canada’s new immigrants. And no agency understands this growing audience of New Canadians like we do. Our team is an eclectic and multi-ethnic melange of individuals with extensive global experience in marketing, advertising, strategy and media. That’s why we created a B2B LinkedIn campaign for Monsoon which focused on work that was targeted at New Canadians. The goal was to connect with potential clients and redirect them to the case studies on our website. Short, punchy headlines met stark, quirky imagery in a way that aroused curiosity, broke through the clutter and struck a chord across demographic groups.

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Banking for new Canadians

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The early years can be challenging for newcomers when their principal focus is to get started with a new life in an unfamiliar country. But as acculturation progresses, a New Canadian’s priorities change. After a couple of years, it’s more about making sure all the building blocks for a robust future are in place. A newcomer hankers for a banking relationship that will be a financial guide for a successful life in Canada – and a partner that will be a planner, counselor, and advisor. 

 

This is where CIBC stepped in with a new and integrated multimedia campaign. Monsoon worked closely with the client at all stages of strategic analysis, concept and creative development, media planning and buying. Altogether we produced over 150 pieces of creative in multiple languages to reach Chinese, South Asian, Filipino, and Arabic-speaking communities. The campaign broke in national multicultural media on June 3, 2019.

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Print Campaign

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Online Banners

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South Asian - English

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North African - French

Simplified Chinese

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South Asain - Urdu

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Advitorials & E-Blasts

 

Timing is everything in a newcomer’s life.

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The early years can be challenging for newcomers when their principal focus is to get started with a new life in an unfamiliar country. But as acculturation progresses, a New Canadian’s priorities change. After a couple of years, it’s more about making sure all the building blocks for a robust future are in place. A newcomer hankers for a banking relationship that will be a financial guide for a successful life in Canada – and a partner that will be a planner and advisor. 

 

This is where CIBC stepped in with a new and integrated multimedia campaign. Monsoon worked closely with the client at all stages of strategic analysis, concept and creative development, media planning and buying. Altogether we produced over 150 pieces of creative in multiple languages to reach Chinese, South Asian, Filipino, and Arabic-speaking communities. The campaign broke in national multicultural media on June 3, 2019.

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Print Campaign

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4_Print_Filipino Family.jpg
5_Print_Arabic Couple.jpg
3_Print_Chinese Family.jpg

Online Banners

South Asian - English

Simplified Chinese

North African - French

Tagalog

South Asain - Urdu

Advertorials & E-Blasts

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Social Media - Facebook

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Non -stop to Mumbai.

One of the biggest deterrents to visiting India from Canada is the sheer amount of time it takes to get there. This is why Air Canada wanted to create greater awareness about their non-stop flight from Toronto to Mumbai. 'From here to there in a jiffy' was the central idea of our campaign, and instead of mentioning the names of the two metropolises up-front, we used stunning imagery of landmarks from both cities to convey the direct flight route.

Radio

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Double Page Spread

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Mumbai Meri Jaan.

Air Canada’s successful launch of non-stop flights from Toronto to Delhi in 2015 was soon followed by another success story: non-stop flights from Vancouver to Delhi in 2016. Monsoon developed a strong awareness campaign for the highly anticipated non-stop service from Toronto to Mumbai in July, 2017. The integrated campaign included Print, TV, and Online. The TVC highlighted the experience on board the 787 Dreamliner while Print and Online showcased iconic Mumbai landmarks. The objective was to create a sense of nostalgia among Indo-Canadians with happy memories of their home city. 

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Big Binge Bonus.

Nothing says 'Happy Holidays' like a generous gift. And that's the gesture Freedom Mobile made by offering a Big Binge Bonus of up to 100GB of data. Monsoon was tasked with creating awareness in the multicultural market, and we did so in a delightfully unexpected way. Instead of bringing the bonus upfront, as one would be tempted to, our campaign said, 'Freedom already offers you a lot of data, and now it's giving you tons of bonus data too'. By taking this route, we told the Big Binge Bonus story and reasserted the brand’s mobile data dominance all at once.

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Print

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Outdoor

Radio

Social Media

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New to Canada. 

Freedom Mobile undoubtedly has some of the best data plans around. Not only are they affordable but they give the maximum bang-for-buck. We, at Monsoon, understand that this is exactly what new landed immigrants need. Why? These New Canadians are in a unique limbo, namely, setting up a new life while simultaneously finding ways to build bridges to their former lives. And this is the insight we used to create our multi touch-point campaign which led users to the New to Canada landing page. Once redirected, users could access detailed information about the plan, its features and benefits, and also find the nearest store to sign up.

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Website

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Us vs. Them.

Monsoon worked with Freedom Mobile to create a bold campaign with a really strong statement. The message? No other existing mobile network in Canada gives consumers the kind of value that Freedom does. To get the message across, we decided to take on the other mobile networks head-on. Our campaign brought forth the benefits of a Freedom Mobile plan by highlighting the drawbacks of the plans offered by other networks i.e. data overages and high bills. This was a highly targeted campaign, and we modified our message to make it relevant to parents (the decision makers) and teens (the ones who influence the decision).

Radio

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How 10 Gigs changed the Canadian wireless category.

Data-hungry mobile users across Canada have taken notice of Freedom Mobile’s game-changing offer. You can get 10 gigs of data for only $50 per month on fast LTE. Ever since the launch in 2017, this plan from Freedom Mobile has been acquiring new customers like never before. The wireless playing field is going through a seismic change and Freedom Mobile is calling the shots.

 

Monsoon continues to work with Freedom Mobile on all multicultural marketing initiatives. The relationship is now in its 7th year and close collaboration between client and agency has produced some real success stories.

 

Here’s an example of a recent campaign launched in the summer of 2018. A bold, confident, winner-take-all approach to life in the wireless world where Freedom Mobile customers are uninhibited by their data plans. Big Gig Plans lets them do what they want - on their own terms. Integrated multi-media channels included digital, print, radio, and out-of-home.

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Freedom Mobile targets

data hungry kids and parents.

The wireless category is now all about data. The more data the better for kids. And even better if it costs less for parents. Freedom Mobile raised the bar in this highly competitive category with their Back-To-School campaign which broke in mid-August 2017. Four Gigs for $40 per month set a new “high” and the message was simple, clear and confident from Freedom Mobile. Monsoon Communications created a vigorous and integrated multicultural media blitz for 4 weeks that included two 15 sec. spots in Mandarin, Cantonese and “Hinglish” plus a series of print ads, online banners, radio, and out-of-home.

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Mobile devices will never be the same again. 

Neither will photography. The Huawei P20 Pro hit the media with a global launch in Paris on March 28, 2018. Over 2,000 invitees from world media and the wireless industry witnessed one of the most spectacular product launches in the category. Monsoon, as the AOR and PR agency for the multicultural market in Canada, picked 4 delegates to represent Chinese and South Asian media from Toronto to attend the launch.

 

Six weeks later, on May 10, Huawei held another special event at Billy Bishop Airport for Canadian media partners, including a number of representatives from multicultural media. This was done to provide additional exposure to those who were unable to attend

the global launch in Paris. Once again, Monsoon worked with Huawei’s marketing team and their general market PR firm to gain extensive coverage via online, social media and traditional channels.

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Breast Cancer Society reaches out to Canada's diverse communities.

This year was different for the Breast Cancer Society of Canada. For the first time, they reached out to a more diverse range of communities to raise awareness and funding for research. BCSC appointed Monsoon Communications as their multicultural agency to promote Mother’s Day Walk in Mississauga on May 12, 2019  and develop a full-scale marketing communications plan as part of their national strategy.

 

The agency worked closely with Peter Cooke at Old Ad Guys to create Punjabi and Chinese campaigns, in addition to English material and radio spots in Mandarin and Cantonese. Peter is also a consulting Co-Creative Director at Monsoon and works closely wth Sachi Mukerji and Ramesh Nilakantan on a range of current and new business presentations.

Animated Leaderboard

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Chinese Restaurant Poster

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South Asian Poster

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Helping New Canadians

achieve their career goals.

Working your way into the Canadian work place can be a daunting task for new immigrants. But the biggest challenge is often landing your first job. Validating your degree from back home becomes an essential step in the process. A few years later comes another challenge: how does one keep growing, gaining promotions and added responsibilities? University of Toronto School of Continuing Studies launched a new initiative in print and online to show how it can help New Canadians reach their career goals, one step at a time. Using direct response learnings, the Monsoon team developed a hard driving campaign to dramatically increase visits to the School’s website. The results were overwhelming.

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The Many Faces of Real Canadian Superstore.

There are as many reasons to shop at the Superstore as there are people. Ask any shopper and you’ll get a different answer every time. See how Monsoon turned this multi-faceted appeal, from variety and quality, to freshness and price, into a fast paced “experiential” TV commercial, which was also adapted for the Diwali season, one of South Asians biggest cultural celebrations. The “Faces” concept on TV was extended into print and radio to run as an integrated campaign for the Real Canadian Superstore banner.

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100 Days of Hugs.

Huggies celebrated the momentous journey of a new Chinese mom in bringing her baby into the world with “100 Days of Hugs”. From pregnancy to her baby’s first 100 days, the eCRM and direct mail program established a meaningful connection with moms by acknowledging key milestones unique to her culture. Online, print, out-of-home, and social media sent traffic to the microsite for registration; and personalized emails and digital coupons encouraged moms to hug their babies with the softness of Huggies Little Snugglers diapers throughout her baby’s growth and development. On her baby's 100th day, she received a special red envelope filled with great offers in the mail, to help her prepare for her baby's next phase in life.

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No Frills Helps New Immigrant Families Balance their Budgets.

New immigrant families face a complicated and stressful life in Canada – not the least being the challenges of balancing their budget. This TV and print campaign targeted both South Asian and Chinese families. No Frills was positioned as the low price grocery store that met all the family’s needs, while helping them to still stay within their budget.

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Heart & Stroke Foundation.
Modest budget. Big ideas.

The Heart and Stroke Foundation launched its first integrated marketing campaign targeting South Asians after appointing Monsoon as their multicultural agency. The campaign highlighted the fact that South Asians are three to five times more likely to suffer from heart disease and stroke than other visible minorities or Caucasians. They’re also more likely to be afflicted by heart disease and stroke at a much earlier age. Media included TV, print, and radio ads in the Greater Toronto Area.

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MONSOON COMMUNICATIONS INC.

366 Adelaide Street East, Suite 337,

Toronto ON, M5A 3X9

Tel: +1 647 477 3167

info@monsooncommunications.ca

Sachi Mukerji

CEO, Creative Director

Sachi@monsooncommunications.ca

Ramesh Nilakantan

Managing Director, Partner

Ramesh@monsooncommunications.ca

© 2018 Monsoon Communications Inc.