autoTRADER takes CASSIES Grand Prix

29 January 2013

TORONTO: Top honours at the 2013 CASSIES went to autoTRADER and its agency DDB Canada, which took the Grand Prix for a campaign that helped the print title enhance its status online.

The CASSIES, held every year, seek to "recognise, reward and improve the business effectiveness of advertising." All the winning papers can be accessed by Warc subscribers here.

Alongside the Grand Prix, seven Golds were handed out this year, as well as 13 Silvers and 12 Bronzes. Some 30 brands received these awards overall, as did 22 agencies.

In a bid to raise its digital profile, autoTRADER ran a campaign highlighting the fact its website boasted the largest car inventory in Canada, employing the tagline "The Most Cars in One Place".

This initiative leveraged various channels, including TV, radio, web banners and social media, and saw site traffic levels rise by 18% and page views by 76%.

BMW, the carmaker, and Cundari, its agency, scooped Gold for their launch of the 1 Series M Coupé, which emphasised the values of performance, innovation and exclusivity.

Several one-minute films were uploaded to YouTube, coupled with cinema ads, digital billboards and magazine inserts. All 210 coupés were ultimately sold, and BMW Canada had its best ever sales year.

Elsewhere, Budweiser, the beer, received the same prize for a campaign that was based on its sponsorship of the Winnipeg Jets ice hockey team, and mixed both local and national appeal.

Making a "fan brew" version of Budweiser was one key component of this platform, which delivered a 15% increase in local sales and regional market share. Anomaly was the agency involved.

Other Golds went to eos, a new lip-balm brand, as well as Koodo Mobile, the telecoms group, and the Hospital For Sick Children, a teaching and research hospital.

Plan Canada, the children's charity, and Zellers, a retailer owned by HBC Canada, rounded out the group of Gold winners.

The most successful agency in terms of the number of awards received was john st, claiming four, covering campaigns for Zellers, Mitsubishi, Natural Selections and Wiser's DeLuxe Canadian Whisky.

Data sourced from Warc