GOING FOR GROSS RATING PURRS

Wait till Quebec legislators hear about this one. The Whiskas cat food company last week launched the Canadian rollout of what it is calling the first-ever television commercial created specifically for cats. The 30-second spot, which actually debuted two years ago in the U.K., features a variety of images and sounds that feline focus groups – yes, you read that right – indicated were popular among mousers: specifically, images of mice, fish and birds, overlaid with meowing, tweeting and squeaking sounds. The tests, conducted at the Waltham Centre for Pet Nutrition, suggest that about 60% of cats will respond to the ad, with actions ranging from ear-twitching and head-cocking to pawing and sniffing of the TV screen. A 15-second spot has also been developed to appeal directly to cat owners. No word yet on how they’ll react.

SUITS SURFING THE NET

Canadian sales professionals travelled more often for business last year than they did in 1998 and a growing percentage of them booked their trips over the Internet. These shocking revelations come from the Canadian Professional Sales Association (CPSA), which conducts an annual survey on the business travel habits of its members. As might be expected in a buoyant economy, travel volume was up over the previous year, albeit by a relatively small percentage. Perhaps the most notable finding of the study, which was completed by 1,000 CPSA members, is that the percentage of respondents booking hotel, car and airfare reservations over the Internet quadrupled to 5.9% from only 1.3% in 1998. Of the 77.3% of respondents who use the Internet, half (49%) used the Web to browse for travel information, an increase of about 10% from the previous year. The typical CPSA business traveller is a 45-year-old male, with an average income of $82,140.

ONLINE BANKING BREEDS DISAFFECTION

Perhaps not surprising in this age of online courtship, a recent study has revealed that consumers who bank online are more likely to be playing the field. The study, conducted by St. John’s, Nfld. marketing consultancy the Bristol Group, surveyed close to 1,600 adults in Canada and the U.S. regarding their relationships with their banks. Entitled Future Imperfect: Banking on the Internet, the study concluded that while the majority of North Americans deal with one primary banking institution, their fidelity declines noticeably when they move online. For example, Americans, who give – on average – 80% of their banking business to a single financial institution, provide only 48% of their business to a primary institution once they move online. The study’s author, Dr. Jim Barnes, says, "The Internet has given power and freedom to financial services customers by broadening their choices to global proportions."

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.