A new campaign from CIBC highlights what newcomers in Canada have to leave behind as they forge new lives in a new country.

The surprise-and-delight spot, developed with agency partner Courage, goes behind the scenes as CIBC gives back the cherished items that customers couldn’t bring with them on their way to Canada.

“Newcomers are usually anxious and overwhelmed when they arrive in Canada and our purpose is to help them feel understood and supported in their journey to beginning their lives in Canada,” says Angela Sarino, VP of business partner marketing at CIBC.

She tells strategy that the sooner newcomers make financial plans, the easier it will be for them to settle into a new environment.

CIBC’s decision to take a digital-first approach to the campaign’s media mix stemmed from marketing research that shows newcomers are using social, search and streaming platforms to connect, learn and relax.

“Digital media enabled us to drive product consideration and traffic to key web pages with efficient click-to-site media surrounding the audience wherever they are online,” Sarino says.

According to Sarino, the bank partnered with digital platforms such as Meta, Pinterest, Reddit, Google, Amazon and Torstar to target the audience where they spend time online and key in on relevant moments to connect.

“We’ve focused on maximizing reach with our audience with visual storytelling, widely sharing some select CIBC client-story videos to drive affinity and brand awareness,” Sarino says.

CIBC also partnered with select influencers to demonstrate community connectivity on Instagram.

According to last year’s SRG’s Newcomers to Canada and Banking report, those who immigrate to Canada are open to brand switching, with 84% of respondents expressing a “willingness to consider additional banking options with the right offer and product.”