New study finds transparency key to effective advertising
TORONTO, Jan. 17, 2013 /CNW/ - According to a new national study entitled The AdFX Report, commissioned by the
CASSIES, a full 78 per cent of Canadians say they want the future of
advertising to be completely transparent, where companies share
everything, "warts and all."
The survey was conducted on the Angus Reid Forum revealed that the
secret to sales success may be candidness. The AdFX Report found more
than six in ten Canadians (63 per cent) say brands with candor
ultimately win their loyalty.
"We are entering a communications era where consumers are developing a
vested interest in their favourite brands' activities," said Jani
Yates, president, Institute of Communication Agencies (ICA), presenter
of the CASSIES, Canada's only industry awards recognizing business
effectiveness based on rigorous published cases. "Today the
consumer-brand relationship has a dynamic of give and take."
This brand relationship appears to be growing at a faster pace among the
younger generation. The study discovered Canadians aged 18-34 were
twice as likely as their older counterparts (20 per cent of 18-34
versus 11 per cent of those 35+) to report being guilt-ridden at some
point over the past year, about supporting a competitor over their
"We were surprised by this finding - that so many young Canadians feel
not just a sense of loyalty, but also a sense of accountability to
their favourite brands," added Yates.
So, how can brands claim that coveted "favourite" spot among consumers'
hearts? According to the AdFX Report, the glitz and glam of celebrity
doesn't have the same sway power as creative advertising. A large
majority of Canadians (77 per cent) say creative advertising is more
impactful every time. They say they appreciate it more.
Beyond building appreciation, great advertising also seems to have a
more personal impact on Canadians. In a follow-up survey, a full 61 per
cent of Canadians say advertising that pays homage to Canadian culture
makes them feel more patriotic.
"Molson Canadian's popular 'My name is Joe, and I am Canadian' rant - a
CASSIES 2001 Grand Prix winner, is an excellent example of how
advertising that touts our great land, fuels our patriotism," said
Yates. "This campaign went viral and became anthemic for many Canadians
from coast to coast."
Amazingly, 12 years later, close to four in ten Canadians surveyed (38
per cent) still recall - unaided - that the "I am Canadian" tagline
belongs to Molson. "This finding speaks volumes to what the CASSIES
looks for - creativity that's connected to business-effectiveness,"
The AdFX Report also discovered that the jingles we hear in our
childhood become etched into our memory. When the survey asked
Canadians to think of the first advertising jingle that came to mind
off the top of their heads, 49 per cent reported remembering one they
had heard as a child.
Making a real statement on how jingles stick with us, the study found an
astounding 82 per cent of Canadians remembered Smarties' ever-popular
jingle, "When you eat your Smarties, do you eat the red ones last?"
which was originally created back in 1967.
"Great advertising can become a fond part of our culture, just like
movies, music, and other forms of entertainment," added Yates. "They
can create shared social memories that we look back upon years later
and still appreciate." Case in point: some notable past CASSIES winners
such as, Dove's Campaign for Real Beauty from 2007, Subaru's Sexy Sumos
campaign from 2009, and Knorr's Salty campaign from 2011.
Winners of this year's CASSIES awards will be revealed at a ceremony on
Monday, January 28, 2013 in Toronto, kicking off the Institute of
Communication Agencies' FFWD Advertising & Marketing Week in Canada.
Tickets for the CASSIES are on sale now at www.cassies.ca. This website also features a full CASSIES case library, which serves
as a valuable industry reference and time capsule for communications
enthusiasts. It captures the ebb and flow of our transformational
ABOUT THE ADFX REPORT
From January 4th to January 6th, 2013, an online survey was conducted among 1,008 randomly selected
Canadian adults who are on the Angus Reid Forum. From January 10th to the 11th, 2013, a follow-up online survey was conducted among 1014 randomly
selected Canadian adults who are on the Angus Reid Forum. The margin of
error is +/- is 3.1%, 19 times out of 20 for each study. The results
have been statistically weighted according to age, gender, region and
education (and language in Quebec) to ensure a representative sample.
ABOUT THE CASSIES
The pre-eminent CASSIES awards show, celebrating its 20th anniversary this year, is Canada's only industry awards recognizing
business effectiveness based on rigorous published cases. The CASSIES
are presented by the Institute of Communication Agencies (ICA), the
Association des agences de Publicité du Québec (AAPQ) and Association
des professionnels de la communication et du marketing (APCM) and
produced by Strategy magazine. The 2013 sponsors are The Globe and Mail, Millward Brown and
john st. Since its inception in 1993, CASSIES has recognized the
business achievements of over 350 campaigns from Canada's top
advertisers and communications agencies. All award-winning case
studies can be viewed in the Case Library section of the CASSIES
website at www.cassies.ca.
For further information:
For more information on the CASSIES or to request an interview, please contact:
Sharon Hayward, account manager, DDB Public Relations
416.972.5844 | firstname.lastname@example.org