“Recognizing a multicultural campaign in an award show dominated by mainstream advertising is truly the signs of the times,” said Marvi Yap, partner at AV Communications. “As the recent Census shows, Canada is a country with an immense diversity of cultures.” Presented at an awards show held January 28, 2013 in Toronto, AV Communications was one of 22 top communication agencies to win the award.
This year, 416 entries were received, with 43 awards ultimately being handed out.
AV Communications and Western Union won bronze for their “5 for 50” holiday pricing campaign, which offered a money transfer deal by turning giant posters in ethnic shopping malls and ads in transit vehicles into e-cards. By using mobile devices to scan the QR code on the culturally-relevant ad creative, consumers were transported to a microsite where they were invited to transfer $50 for $5.
“Western Union’s successful ‘5 for 50’ campaign proves that when advertising is truly sensitive to their needs and values, multicultural communities are a viable target segment that brings in positive business results,” adds Yap.“New Canadians are growing at a much faster rate than the local population. Advertisers cannot ignore the enormous potential of this emerging segment.”
Canada’s only awards program dedicated to recognizing and rewarding campaigns with demonstrable business results, CASSIES entries are judged against rigorous published cases.
The CASSIES is the latest win in a hot streak for AV Communications. In the last seven months, AV Communications has won five industry awards, including a Gold and Best of Show in the Summit Creative Awards for BMW; Best of Category in the Summit Marketing Effectiveness Award for Western Union; and Silver and Art Director’s Craft Award in the Canadian Multicultural Marketing Award, also for BMW.
“The CASSIES win is big for us and our client Western Union because it is an award that celebrates what advertising should really achieve – impactful business results,” says Anna Maramba, partner at AV Communications. “If I compare it to a beauty pageant, the winners in the CASSIES are not just pretty faces. They possess beauty and brains!”