What good is advertising if it doesn’t get results?
With nearly anything eligible for 15 minutes of viral fame, brands want a piece of the action. There’s pressure to be as funny as a comedian or as cute as a monkey to break through. But brands still have the same ultimate goal: ROI. It’s easy to get lost in a sea of clever creative, but the true measure of success is what campaigns did for the bottom line.
Luckily, the CASSIES are here to recognize the programs that made a real impact. The only Canadian awards to recognize business effectiveness proven by rigorous published cases, the CASSIES are presented by the ICA, in association with the AAPQ and the APCM. The 33 winning cases were revealed at a gala on Jan. 28 at the Ritz-Carlton in Toronto.
Read on to find out what a brilliant idea is really worth.
All winning cases were edited by CASSIES editor David Rutherford.
Cases:
The Grand Prix:
AutoTrader boasts the Most Cars in One Place
The Gold Winners:
SickKids transforms pain into play
The Silver Winners:
Mitsubishi cures electric fears
Larsen relaunches a local favourite
Heart & Stroke makes death wait
Activia returns to feeling its best
Hellmann’s grants Real Food wishes
Gatorade’s G Series packs a wallop
Home Depot goes local to win Quebec
Maple Leaf quells sliced meat concerns
Wiser’s welcomes and wins over recruits
The Bronze Winners:
Boston Pizza scores with all meat wings
Mountain Dew charges back onto the scene
Quebec pork producers campaign for change
Western Union taps holiday traditions
Lottery invites Atlantic Canadians to ask away
Scotties thinks outside the box
President’s Choice gets personal
Boston Pizza introduces finger cooking
Globe Creative Effectiveness Prize:
