DDB Canada's autoTRADER Campaign: 'Most Cars in One Place' Captures
Coveted Grand Prix
TORONTO, Jan. 29, 2013 /CNW/ - This past year, Canadians flocked to "the
most cars in one place", experienced the "joy of finger cooking" and
even took action to "make death wait." From coast to coast, people were
moved by the brands they love, and they spoke with their hearts, minds
and wallets. So, 33 of Canada's top business-building communications
campaigns received one of the industry's highest honours last night
from the prestigious CASSIES awards show, Canada's only industry awards
recognizing business effectiveness based on rigorous published cases.
The coveted Grand Prix was awarded to DDB Canada and autoTRADER for
their memorable "Most cars in one place" campaign. This campaign also
garnered a gold in the 'Off to a good start' category. Other big
agency winners from the evening included john st. (one gold, four
silvers, one bronze for their work on Zellers, Maple Leaf Natural
Selections, Mitsubishi, Wiser's DeLuxe Canadian Whisky, and Scotties
tissues respectively), and TAXI Canada (one silver, and four bronze for
their work on MINI, and Boston Pizza respectively).
Notable client winners who each won three CASSIES awards included: IKEA
(agency, Leo Burnett), Boston Pizza International (agency, TAXI Canada)
and PepsiCo Beverages Canada (agencies: TBWA/Toronto and BBDO).
"Each year, the calibre of entries to this awards show amazes us, and
reflects the incredible talent we have in this country when it comes to
business-building advertising," said Jani Yates, president, Institute
of Communication Agencies (ICA), CASSIES chair. "Advertisers are going
deeper in search of compelling consumer insights that link back to core
brand values, and they are entertaining Canadians through innovative
technology that is ultimately changing our industry's playing field."
This year's Grand Prix award winner is a prime example - DDB Canada and
autoTRADER's "Most cars in one place" campaign was based on the insight
that the car buying experience is a very social one, involving
influences and approvals from friends and family. The six-month effort
included traditional TV, radio and online advertising, a
business-to-business strategy, PR and social media seeding, which
included a unique Facebook autoLYZER app. This program not only
re-positioned autoTRADER as the preeminent destination for car buyers
and sellers, it also generated triple-digit growth on its consumer
Charities also performed very well at the CASSIES this year. Stand-out
campaigns included gold CASSIES winners Cundari and the Hospital for
Sick Children for their Pain Squad campaign and app - a tool that
allows sick kids to take control of their pain management and treatment
in an entertaining and fun way; and Wunderkind and Plan Canada for
their "Because I am a girl" campaign, which introduced an inspiring new
way of looking at return-on-investment in charitable giving.
"The diversity of winners at this year's CASSIES reflect the evolution
we are currently experiencing in communications, where prominence and
frequency of corporate messaging is taking a back seat to the emotional
battle brands are undertaking to win consumers' share of mind," added
Yates. "Today, traditional boundaries between communication mediums are
crumbling, and brand 'philosophies' are ultimately determining business
success," added Yates.
This year, 43 awards were handed out in total - 9 gold, 16 silver, 17
bronze CASSIES and one Grand Prix award to 22 of Canada's top
business-building communication agencies.
The 2013 CASSIES awards show was held on Monday, January 28, 2013 at the
Ritz-Carlton in Toronto. The event was also part of the official kick
off to the Institute of Communication Agencies' FFWD Advertising &
Marketing Week in Canada. This year's winning case studies will be
added to the comprehensive CASSIES case library at www.cassies.ca, which serves as a valuable industry reference and time capsule for
communications enthusiasts across the country.
The 2013 gold-winning CASSIES cases will also be featured in strategy magazine's February issue. Select winners will also appear in a
five-part series of stories released on the Report On Business website and will present their cases at the LIFT conference in the
spring of 2013. The Globe Effectiveness Prize, which provides delegate passes for the Cannes Lions International
Festival of Creativity to the winning client-agency team was awarded to
Hospital for Sick Children and Cundari for 'Pain Squad'.
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, john
st., DDB Public Relations, TVB and AOL. 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 | email@example.com