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are canadians and
americans really that
different?


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#1


BLUE SKY
The Big Idea

ARE CANADIANS AND AMERICANS REALLY THAT DIFFERENT?

After running successful campaigns in the US, brands assume they can duplicate their success by bringing the same creative north. But does American messaging have to be modified to speak to Canadians? And how different does it have to be?

 
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#2


THE HORIZON
A World of Possibility

WILL AN AMERICAN AD WORK IN OTHER MARKETS

To find out if creative works across markets, we showed 1,100 Canadians two ads – one run in the US and one amended slightly to ‘appeal’ to Canadians. To get the cleanest read on each piece, we measured reaction to them monadically and focused on taglines and talent in addition to standard brand KPIs.

 
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#3


DIGGING DEEP
Deciphering the Data

BETTER TO JUMP OFF FROM THE BASE YOU’VE BUILT THAN START OVER

We found that much depends on a brand’s existing Canadian footprint. Our client had a very strong history in Canada: they’d spent years developing a distinct voice here and, despite feeling that the US version fit the brand, Canadians were happier to stick with ‘Canadian’ messaging.

 
 
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