canada’s 150th - consult imi...24% of canadians believe companies should support canada’s 150th...

IMI International © Copyright 2017 not for reproduction without consent

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/


UNAIDED - WHICH EVENTS ARE YOU MOST LOOKING FORWARD TO IN CANADA IN 2017?SOURCE: IMI 24™ : N=600 : FEB 2017

2


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

3IMI International © Copyright 2016 not for reproduction without consent


WORK COMPLETED ON CANADA’S 150TH & MONTREAL’S 375TH

4

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


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.

5


IMPACT ON CANADIANS – CANADA 150 REPRESENTS A SIGNIFICANT OPPORTUNITY FOR BRANDSSOURCE: IMI 24™ : N=1,000 CANADIANS 13+ : FEB 2017

6

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


EXECUTIVE SUMMARY

7

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.


INTEREST IN CANADA’s 150th

& MONTREAL’S 375th

Feb / March 2017



CANADIANS AGES 18 – 64 ARE AWARE IT’S CANADA’S 150TH YEAR9.7M

41%are looking forward to the celebrations


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


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


-2%+7%

Since October 2016

Since October 2016

CANADIANS ARE LIKELY TO CONSIDER OR PURCHASE PRODUCTS THAT HELP CELEBRATE CANADA’S 150TH

10.8M


AWARE OF THE EVENT 38%

11

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


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.

12

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%


CANADA’S 150TH IS AN EFFECTIVE OPPORTUNITY TO TARGET MILLENNIALS

13

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



CURRENT PERFORMANCE, EXPECTATION AND POTENTIAL IMPACT FOR BRANDS CELEBRATING CANADA’S 150TH



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

15

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


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

16


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?

17


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%

18


PARKS CANADA LEADING THE RACE TO DRIVE CONSUMER ENGAGEMENT

20

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?


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

21

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


OTHER PROGRAMS TESTED WITH IMI CERTAINTY™ (Additional results are available upon request)- Feb / March 2017

22


IMI 24™ - NEXT STEPS ON CANADA’S 150TH AND MONTREAL’S 375TH

23

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.


Kerry Gilfillan [email protected] x334

Don Mayo [email protected] X231

IF YOU ARE INTERESTED IN MORE INFORMATION ON UPCOMING STUDIES PLEASE CONTACT


mailto:[email protected]

mailto:[email protected]

canada’s 150th - consult imi...24% of canadians believe companies should support canada’s 150th...

Documents