The Background
This campaign mainly focuses on the target audience who are newcomers to Canada around 20-40 years old and among low to middle-income classes. Starting a brand-new life requires them to spend lots of money upon arrival as well as the following time, especially with the extremely high living expenses in Canada. In addition, this group of audience tends to be international students who don’t have a stable income stream yet; therefore, saving money is even more important to these budget-conscious customers.

 

The Idea
As they are settling down, they are making new life routines and adapting to Canada’s culture.
St. Patrick’s Day is the perfect occasion to catch their attention as one of the new traditional events to celebrate. It is an event to uplift their enjoyment of new life and soothe their loneliness being far away from beloved family.

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