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Canada’s 150thPHASE 2CURRENT PERCEPTIONS IMPACT & OPPORTUNITYFindings on Montreal 375 and Ottawa 2017
Feb / March 2017
Image: https://km
cdonald.liberal.ca/news-nouvelles/canada-150-join-the-celebration/
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UNAIDED - WHICH EVENTS ARE YOU MOST LOOKING FORWARD TO IN CANADA IN 2017?SOURCE: IMI 24™ : N=600 : FEB 2017
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The Government of Canada is planning to commemorate a series of key milestones, that provide “great opportunities to build a shared understanding of Canadian history and heritage, reinforcing our shared principles and values”.
Canada will celebrate its 150th anniversary since Confederation in 1867
CANADA’S 150TH
BIRTHDAY
ABOUT
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WORK COMPLETED ON CANADA’S 150TH & MONTREAL’S 375TH
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Completed using IMI 24™ - a quantitative real-time insight product available globally.
IMI 24™
1 • Are Canadian’s looking forward to Canada 150?• How do they feel about Corporate involvement?• How should brands be involved? How should they
communicate their support?• Which brands do they expect to be involved
PHASE 1 – OCT 2016 Identify Potential for Canada’s 150th
2 • Updated key engagement metrics to measure the overall momentum towards Canada 150th and which brands are being recognized for their support
• Includes a short excerpt on Montreal 375th
• N=4000 Canadians Feb 2017
PHASE 2 – FEB /MARCH 2017 – Interest /Engagement
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PHASE 2 – QUESITONS AND PERSPECTIVE
Interest in Canada 150 : Ottawa 2017 : Montreal 375
Momentum around the role of brands supporting the celebrations
Canada’s 150th - Brand breakthroughs in awareness and favourability?
Activation Testing with Canada’s 150th
What brands can do to breakthrough and link to Canada’s celebration.
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IMPACT ON CANADIANS – CANADA 150 REPRESENTS A SIGNIFICANT OPPORTUNITY FOR BRANDSSOURCE: IMI 24™ : N=1,000 CANADIANS 13+ : FEB 2017
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Canadians state they would feel ‘more favourable toward brands that help celebrate Canada’s 150th.’
14.2MCanadians believe it’s important for brands to help Canada celebrate Canada’s 150th birthday
13.0MCanadians state they would be ‘likely’ to consider or purchase a brand that helps celebrate Canada’s 150th.’
10.8M
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EXECUTIVE SUMMARY
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Awareness & Interest in Canada’s 150th remains very high and constant since October 2016.
In Quebec, awareness and interest in Canada’s 150th and Montreal’s 375th are equal.
24% of Canadians believe companies should support Canada’s 150th with positive momentum for brand consideration and favourability since October 2016.
Canada’s 150th birthday is very strong across Canada, with the opportunity in Quebec to leverage Canada’s 150th and/or Montreal’s 375th year celebration.
Targeting Millennials? Canada’s 150th is an effective opportunity to connect with this sought-after segment.
Tim Horton’s, Parks Canada, and Coca-Cola top the list among aided recall - brand program awareness and favourability.
When asked (unaided) who consumers recall seeing supporting Canada’s 150th, heritage brands: Tim Horton’s, Hudson’s Bay and Canadian Tire, landed on top.
Among a sample of 30, Canada 150 creative concepts, Parks Canada was revealed to be leading the race to drive consumer behaviour.
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INTEREST IN CANADA’s 150th
& MONTREAL’S 375th
Feb / March 2017
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CANADIANS AGES 18 – 64 ARE AWARE IT’S CANADA’S 150TH YEAR9.7M
41%are looking forward to the celebrations
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53%say they are likely to attend at least one Canada 150 community event
6%Canadians do not care it is Canada’s 150th anniversary
AWARENESS & INTEREST IN CANADA’S 150TH REMAINS VERY HIGH AND CONSTANT SINCE OCTOBER 2016
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52%believe it is important for companies to help celebrate Canada’s 150
43%would very or definitely consider brands or services that help celebrate Canada’s 150th anniversary
57%would feel ‘more favourable’ towards brands or services that help celebrate Canada’s 150th anniversary
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-2%+7%
Since October 2016
Since October 2016
CANADIANS ARE LIKELY TO CONSIDER OR PURCHASE PRODUCTS THAT HELP CELEBRATE CANADA’S 150TH
10.8M
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AWARE OF THE EVENT 38%
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IN THE QUEBEC MARKETPLACEFEB / MARCH 2017
34%LOOKING FORWARD TO THE CELEBRATIONS 20%28%
AWARENESS AND INTEREST IN CANADA’S 150TH AND MONTREAL’S 375TH ARE EQUAL ACROSS QUEBECSOURCE: IMI 24™ : N=400 PEOPLE IN QUEBEC 13+ : FEB 2017
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CANADA’S 150TH BIRTHDAY IS VERY STRONG ACROSS CANADA, WITH THE OPPORTUNITY IN QUEBEC TO LEVERAGE CANADA’S 150TH AND/OR MONTREAL’S 375TH YEAR CELEBRATION.
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Consistent with the October 2016 findings, Ottawa 2017 LAGS BOTH Canada 150 and Montreal 375.
Rest of Canada Quebec Only
I am aware that 2017 is Canada’s 150th year 40% 34%I am looking forward to the Canada 150 celebrations 41% 28%
I am aware it is Montreal’s 375th year 38%I am looking forward to the Montreal’s 375th celebrations 20%
I am aware of the Ottawa 2017 celebrations 31% 18%I am looking forward to the Ottawa 2017 celebrations 18% 9%
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CANADA’S 150TH IS AN EFFECTIVE OPPORTUNITY TO TARGET MILLENNIALS
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18 - 34 35+
I am aware that 2017 is Canada’s 150th year 45% 40%
I am looking forward to the celebrations 37% 44%
I believe companies should support 31% 22%
I’d buy products supporting Canada’s 150th 27% 19%
Almost 4 in 10 Millennials are looking forward to Canada’s 150th celebrations, with 3 in 10 feeling
brands should support Canada 150 and more likely to purchase brands that do so
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CURRENT PERFORMANCE, EXPECTATION AND POTENTIAL IMPACT FOR BRANDS CELEBRATING CANADA’S 150TH
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Expect to do the best job of helping celebrate Canada’s 150th
Would feel better about a brand that helps celebrate Canada’s 150th
Would be more likely to purchase a brand that that helps celebrate
Canada’s 150th
Tim Hortons 1 1 3Hudson bay 2 2 T8Canadian Tire 3 3 2Roots 4 T4 6Molson 5 NOT IN TOP 15 10Coca-cola 6 T6 T8McDonald's 7 T4 1Bell 8 T10 NOT IN TOP 15
RBC 9 NOT IN TOP 15 NOT IN TOP 15
Nike 10 T6 7
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Apple (T6) Walmart (4)Walmart (9) Apple (5)Google (T10) Pepsi (T8)Rogers (11) Loblaw (T9)
UNAIDED CONSUMER PERCEPTION’S RELATED TO BRANDS HELPING CELEBRATE CANADA’S 150THSOURCE: IMI 24™ : N=400 PEOPLE IN QUEBEC 13+ : FEB 2017
Rank in Canada
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AIDED RECALL - BRAND PROGRAM AWARENESS AND FAVOURABILITY
0%
5%
10%
15%
20%
25%
30%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Which of the following brands do you feel better/recall seeing supporting Canada 150 celebrations?
Rec
all S
eein
g
Feel Better toward the brand
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UNAIDED RECALL OF BRANDS SUPPORTING CANADA’S 150TH – FEB/MARCH 2017
List three brands you specifically recall seeing or hearing that are sponsoring, advertising or offering programs linked to Canada 150 celebrations?
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Unaided Which brands do you expect to do the
best job supporting and celebrating Canada’s 150th birthday in 2017?
CANADIANS EXPECT TIM HORTON’S TO DO THE BEST JOB OF SUPPORTING CANADA’S 150TH CELEBRATIONS
1
2
3 4
5
6 7
8 9 10
+9.7%
+5.9%
3%+3%
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PARKS CANADA CONCEPT TESTING- CASE STUDY LEARNING
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PARKS CANADA LEADING THE RACE TO DRIVE CONSUMER ENGAGEMENT
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0
10
20
30
40
50
60
0 5 10 15 20 25 30 35
1 +
Actio
n%
that
–‘ S
hare
, Fee
l Bet
ter
Feel
Pos
itive
, Con
side
r, Sh
are’
% that will ‘Search more’ or ‘Talk about’ http://www.theglobeandmail.com/news/national/canada-150/ottawa-spending-
half-a-billion-dollars-for-canadas-150th-anniversary/article33508942/
1.9 million orders*
were received for free passes in December 2016 alone.Parks Canada has broken through by offering consumers tangible value linked to 150th celebrations. It’s authentic and answers a clear What’s in it for me?
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WHICH BRANDS, PRODUCTS, COMPANIES DO YOU EXPECT TO DO THE BEST JOB OF SUPPORTING AND CELEBRATING CANADA'S 150TH BIRTHDAY IN 2017? SOURCE: IMI 24™ : N=400 : FEB 2017
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Unaided increase of
From October 2016
OCT 2016 FEB 2017
0.6% 4.0%+1,050,000 CANADIANSParks Canada has
demonstrated their commitment to celebrating Canada’s 150th
and are enjoying the benefits of adding value to Canada.
Available from December 1st
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OTHER PROGRAMS TESTED WITH IMI CERTAINTY™ (Additional results are available upon request)- Feb / March 2017
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IMI 24™ - NEXT STEPS ON CANADA’S 150TH AND MONTREAL’S 375TH
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Completed using IMI 24™ - a quantitative real-time insight product available globally. IMI 24™
1 • Are Canadian’s looking forward to Canada 150?• How do they feel about Corporate involvement?• How should brands be involved? How should they communicate their support?• Which brands do they expect to be involved
PHASE 1 – OCT 2016 Identify Interest Canada’s 150th
2 • Updated key engagement metrics to measure the overall momentum towards Canada 150 and which brands are being recognized for their support
• Case study learning
PHASE 2 – FEB /MARCH 2017 - How to Engage Canadians
3PHASE 3 – MAY 2017 CANADA 150/MONTREAL 375TH
IMPACT ON BRAND AWARENESS, IMPACT AND OPPORTUNITY.
4PHASE 4 – AUGUST 2017POST JULY 1ST CANADA 150THIMPACT ON BRAND AWARENESS, IMPACT AND OPPORTUNITY.
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Kerry Gilfillan [email protected] x334
Don Mayo [email protected] X231
IF YOU ARE INTERESTED IN MORE INFORMATION ON UPCOMING STUDIES PLEASE CONTACT
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