Connect to
the heart of multicultural
who we are
Koo specializes in connecting brands with diverse audiences, including the fastest-growing consumer groups in Canada – multicultural communities, newcomers and international students.
Over the past decades, we have used powerful insights, strategic planning, creative ideas, and media expertise, to help clients connect meaningfully with consumers.
Canada plans to welcome 1.5 million new immigrants over the next 3 years, and about half a million international students, eager to study here. There is tremendous opportunity for marketers and brands to expand their markets, resonate, and to get it right.
what we do
who we do it for
case studies
TD LNY of the Rabbit
For immigrants to Canada it is very important that their traditions live on in the next generation. They worry that the young ones have other interests here. TD Bank’s LNY spot (created in English, Cantonese, Mandarin and French) celebrates the power of precious traditions to be loved across generations. You’ll see red packets, rabbit buns, and a fun interpretation of the Lion/Dragon Dance by the children. The campaign included a festive OLV/TVC, digital banners, social posts, OOH and in-branch digital screens. The campaign resonated with Chinese audiences, boosting awareness and engagement.
TD LNY of the Rabbit
TD Cricket
To engage with the South Asian audience, TD Bank took to cricket, the community’s most-beloved sport. Koo created a campaign of digital, social and three films, (for the TD brand, TD’s New to Canada product, and TD’s Global Transfer), which followed one family’s journey as they settled in to Canada, celebrating their passion for cricket and its connection to their lives. Broadcast TV achieved an AMA that was 15% above its target. The online videos were picked up by Cricbuzz, ESPN Cricinfo and the Times Network, scoring higher completion rates and view rates than industry benchmarks.
Brand
Global Money Transfer
Newcomers to Canada
Celebrating Canada with Cricket
Egg Farmers of Canada
Chinese Canadians over-index in egg consumption, but this is not popular for breakfast. For a social-savvy culture that elevates food, we made ‘capture’ a big part of the ‘experience’ through “Egg Food Art” with an online contest, traditional, digital, branded content, T&T Supermarkets promotion in the GTA and VMA (which pushed egg sales by 18% in-store).
For South Asians eggs are typecast as boring, every-day food, taken for granted. In a hero- worship culture, we promoted eggs like the superstars they are in our life, by personifying them as larger than life overachievers, across digital and social.
For the Arabic culture, even though egg based lunch and dinner dishes exist, they are not considered exciting by this audience. We presented eggs as bright new ideas for family lunches and dinners, that are culturally exciting, and celebrates a vibrant cuisine, through successful campaigns across digital, social campaign, and an activation at Sobey’s.
Chinese Campaign “Food Art”
South Asian Campaign “Superstar”
Arabic Campaign “Bright new ideas”
Chinese brand campaign – print, digital, social, branded content, events
South Asian brand campaign – digital and social media
Arabic brand campaign – digital, social and Sobey’s activation
Chinese, South Asian and Arabic
audiences get cracking
PepsiCo Kurkure
Diwali is the biggest festival for South Asians, the fastest-growing multicultural consumer group in Canada. And Kurkure is a crunchy, tasty, spicy, tangy – in one word ‘chatpata’ snack, popular with South Asians back home and in Canada. We had fun working with PepsiCo Canada to create a strategic brand diamond for Kurkure Canada, which shaped the brand’s first ever outreach to the community and the larger mainstream audience, inclusively bringing ‘chatpati masti for all Canadians’. The high-energy online video had it all – dancing, beatboxing, and lots of crunchy Kurkure, as a multigenerational South Asian Canadian family shared their Diwali moments with their mainstream Canadian friends, celebrating together with an explosion of great taste and fun.
PepsiCo Kurkure Diwali
6 sec. Dad Version
6 sec. Alt Version
Sharing the Light of Diwali
with Canada
Porsche Taycan
We helped Porsche Canada reach out to the Chinese community, to attract sports and luxury car enthusiasts driven by power and prestige, to the Taycan. With insightful flair we reimagined the global Taycan look, giving dynamic meaning to the unique horizontal tail light which looks like the Chinese word “one”. By incorporating the tail light as part of the headline, the Tycan became an integral part of the auspicious messaging “The One Leading All the Way” evoking Taycan’s power, and “The One Outshining the Others” spotlighting the vehicle’s handling. The campaign resonated with the community and cut through the festive clutter during Lunar New Year.
Porsche Taycan “The One” OLV
Driving awareness to Porsche as
the ‘One’
Koodo Big For Small
We helped Koodo break through a highly competitive category with a strong insight: Chinese Canadians are value-conscious, happiest with products and services that give them more for their dollar, with benefits that make it ‘worth it’. To appeal to our value-seekers, we made Koodo the great value-giver with the largest 4G LTE network at an amazing price. Online videos showed delighted customers receiving unexpected, giant versions of their favourite bubble tea and noodle bowl for the same price. In-language supers played on popular Chinese idioms to add cheeky fun. The campaign drove strong awareness, purchase intent and recall, with Chinese Canadians seeing Koodo as “a brand for people like me”, and “providing customers with the best value for my money”. Traffic to the Koodo Chinese webpage increased by 500%.
Koodo Big For Small “Noodle” OLV
Koodo Big For Small “Bubble Tea” OLV
Making Koodo worth it!
contact us
Connect your brand with diverse customers.
Connect with us today.Koo Multicultural
32 Atlantic Avenue, Toronto, ON M6K 1X8 Canada
Terrence Ho
Group Business Director
416.200.7284
terrence.ho@cossette.com
Jessica Borges
VP, Business lead
647.864.4140
jessica.borges@cossette.com
Feraz Rahman
Group Business Director
647.970.7178
feraz.rahman@cossette.com
Connect to
the heart of multicultural
who we are
Koo specializes in connecting brands with diverse audiences, including the fastest-growing consumer groups in Canada – multicultural communities, newcomers and international students.
Over the past decades, we have used powerful insights, strategic planning, creative ideas, and media expertise, to help clients connect meaningfully with consumers.
Canada plans to welcome 1.5 million new immigrants over the next 3 years, and about half a million international students, eager to study here. There is tremendous opportunity for marketers and brands to expand their markets, resonate, and to get it right.
what we do
who we do it for
case studies
TD LNY of the Rabbit
For immigrants to Canada it is very important that their traditions live on in the next generation. They worry that the young ones have other interests here. TD Bank’s LNY spot (created in English, Cantonese, Mandarin and French) celebrates the power of precious traditions to be loved across generations. You’ll see red packets, rabbit buns, and a fun interpretation of the Lion/Dragon Dance by the children. The campaign included a festive OLV/TVC, digital banners, social posts, OOH and in-branch digital screens. The campaign resonated with Chinese audiences, boosting awareness and engagement.
TD LNY of the Rabbit
TD Cricket
To engage with the South Asian audience, TD Bank took to cricket, the community’s most-beloved sport. Koo created a campaign of digital, social and three films, (for the TD brand, TD’s New to Canada product, and TD’s Global Transfer), which followed one family’s journey as they settled in to Canada, celebrating their passion for cricket and its connection to their lives. Broadcast TV achieved an AMA that was 15% above its target. The online videos were picked up by Cricbuzz, ESPN Cricinfo and the Times Network, scoring higher completion rates and view rates than industry benchmarks.
Brand
Global Money Transfer
Newcomers to Canada
Celebrating Canada with Cricket
Egg Farmers of Canada
Chinese Canadians over-index in egg consumption, but this is not popular for breakfast. For a social-savvy culture that elevates food, we made ‘capture’ a big part of the ‘experience’ through “Egg Food Art” with an online contest, traditional, digital, branded content, T&T Supermarkets promotion in the GTA and VMA (which pushed egg sales by 18% in-store).
For South Asians eggs are typecast as boring, every-day food, taken for granted. In a hero- worship culture, we promoted eggs like the superstars they are in our life, by personifying them as larger than life overachievers, across digital and social.
For the Arabic culture, even though egg based lunch and dinner dishes exist, they are not considered exciting by this audience. We presented eggs as bright new ideas for family lunches and dinners, that are culturally exciting, and celebrates a vibrant cuisine, through successful campaigns across digital, social campaign, and an activation at Sobey’s.
Chinese Campaign “Food Art”
South Asian Campaign “Superstar”
Arabic Campaign “Bright new ideas”
Chinese brand campaign – print, digital, social, branded content, events
South Asian brand campaign – digital and social media
Arabic brand campaign – digital, social and Sobey’s activation
Chinese, South Asian and Arabic
audiences get cracking
PepsiCo Kurkure
Diwali is the biggest festival for South Asians, the fastest-growing multicultural consumer group in Canada. And Kurkure is a crunchy, tasty, spicy, tangy – in one word ‘chatpata’ snack, popular with South Asians back home and in Canada. We had fun working with PepsiCo Canada to create a strategic brand diamond for Kurkure Canada, which shaped the brand’s first ever outreach to the community and the larger mainstream audience, inclusively bringing ‘chatpati masti for all Canadians’. The high-energy online video had it all – dancing, beatboxing, and lots of crunchy Kurkure, as a multigenerational South Asian Canadian family shared their Diwali moments with their mainstream Canadian friends, celebrating together with an explosion of great taste and fun.
PepsiCo Kurkure Diwali
6 sec. Dad Version
6 sec. Alt Version
Sharing the Light of Diwali
with Canada
Porsche Taycan
We helped Porsche Canada reach out to the Chinese community, to attract sports and luxury car enthusiasts driven by power and prestige, to the Taycan. With insightful flair we reimagined the global Taycan look, giving dynamic meaning to the unique horizontal tail light which looks like the Chinese word “one”. By incorporating the tail light as part of the headline, the Tycan became an integral part of the auspicious messaging “The One Leading All the Way” evoking Taycan’s power, and “The One Outshining the Others” spotlighting the vehicle’s handling. The campaign resonated with the community and cut through the festive clutter during Lunar New Year.
Porsche Taycan “The One” OLV
Driving awareness to Porsche as
the ‘One’
Koodo Big For Small
We helped Koodo break through a highly competitive category with a strong insight: Chinese Canadians are value-conscious, happiest with products and services that give them more for their dollar, with benefits that make it ‘worth it’. To appeal to our value-seekers, we made Koodo the great value-giver with the largest 4G LTE network at an amazing price. Online videos showed delighted customers receiving unexpected, giant versions of their favourite bubble tea and noodle bowl for the same price. In-language supers played on popular Chinese idioms to add cheeky fun. The campaign drove strong awareness, purchase intent and recall, with Chinese Canadians seeing Koodo as “a brand for people like me”, and “providing customers with the best value for my money”. Traffic to the Koodo Chinese webpage increased by 500%.
Koodo Big For Small “Noodle” OLV
Koodo Big For Small “Bubble Tea” OLV
Making Koodo worth it!
contact us
Connect your brand with diverse customers.
Connect with us today.Koo Multicultural
32 Atlantic Avenue, Toronto, ON M6K 1X8 Canada
Jessica Borges
VP, Business lead
647.864.4140
jessica.borges@cossette.com
Terrence Ho
Group Business Director
416.200.7284
terrence.ho@cossette.com
Feraz Rahman
Group Business Director
647.970.7178
feraz.rahman@cossette.com