The College of Immigration and Citizenship Consultants (CICC) is the Canada-wide regulatory authority created to protect consumers by overseeing regulated immigration consultants and international student advisors.
CICC is committed to protecting the public by ensuring that only qualified and licensed consultants are authorized to provide immigration services. CICC endeavors to educate and raise awareness amongst the aspiring immigrants about the importance of using a licensed and regulated immigration consultant as a source of verified information and hassle-free processing.
Every year in the month of March, the CICC participates in a Canadian recognized ‘Fraud Prevention Month’ campaign in collaboration with the Fraud Prevention Forum along with CBSA, RCMP, Competition Bureau.
The campaign provides an opportunity for the College to address immigration fraud that occurs within Canada and internationally.
The target audience, includes individuals and families who are at an early stage of their immigration journey to Canada, tend to rely heavily on the internet to gather information about the country, its immigration policies, and the nuances of the land. This is a crucial stage and an opportunity for the College of Immigration and Citizenship consultants (CICC) to educate and inform the target audience about the importance of partnering with only CICC licensed immigration consultants to assist them with their immigration process and avoid any chance of fraud.
However, we didn’t want to scare or discourage the aspiring immigrants but to encourage them with a note of positivity to do the right thing towards their immigration journey.
With inspiration from the idea, we took the visually aspiring route, that celebrates the anxiety and excitement of moving to the city/country of your dreams – airport gates. We created an animated story of a closed departure airport gate with the message that an immigration fraud can stop you from moving out, followed by an open airport arrival gate with different visuals of key Canadian cities outside the gate saying that a licensed immigration consultant can open the right doors to move to Canada. The call to action was to urge the audience to verify their immigration consultant’s credentials at the CICC public register.
We mapped the top 32 countries that has the maximum numbers of aspiring immigrants to Canada. We connected aspiring immigrants with CICC by understanding this segment through their media journey and online behaviour to create consumer personas and utilizing tactics such as in-language display and social media to reach them online.
This campaign achieved phenomenal results, exceeding the expectations and generating 19,731,088 impressions with more than 1 million clicks and a CTR rate of 5.30% in a period of 4 weeks.
The campaign’s creative concept was amplified through multi-media channels and was adapted for in-store and trade branding as well.
With inspiration from the idea, we took the visually aspiring route, that celebrates the anxiety and excitement of moving to the city/country of your dreams – airport gates. We created an animated story of a closed departure airport gate with the message that an immigration fraud can stop you from moving out, followed by an open airport arrival gate with different visuals of key Canadian cities outside the gate saying that a licensed immigration consultant can open the right doors to move to Canada. The call to action was to urge the audience to verify their immigration consultant’s credentials at the CICC public register.
We mapped the top 32 countries that has the maximum numbers of aspiring immigrants to Canada. We connected aspiring immigrants with CICC by understanding this segment through their media journey and online behaviour to create consumer personas and utilizing tactics such as in-language display and social media to reach them online.
This campaign achieved phenomenal results, exceeding the expectations and generating 19,731,088 impressions with more than 1 million clicks and a CTR rate of 5.30% in a period of 4 weeks. The campaign’s creative concept was amplified through multi-media channels and was adapted for in-store and trade branding as well.
