What Québec Wants™

Hyundai launches its first ever Quebec only ad campaign. Guess what? It uses a local celebrity spokesperson.

I reacted with skepticism to Hyundai’s announcement last week that it had selected a local Quebec actor as its spokesperson. The “we-have-nothing-to-say-so-let’s-get-a-local-celebrity” strategy is unfortunately a common strategy in celebrity-obsessed Quebec.

It can often work against the brand. A study conducted in the U.K. in 2002 suggests that simply using a celebrity for a testimonial instead of weaving him or her into the story is perceived as gratuitous and the brand spokesperson is seen as only doing it for the money. (I wrote about the use of celebrities in an article entitled “The Fame Game” published in Marketing Magazine in August 2006.The Fame Game)

Yet after seeing the TV spot featuring Guillaume Lemay-Thivierge and the company press release explaining the fit between his personality and reputation for extreme sports, there might actually be a credible fit.

An excerpt from the release:

The selection of Guillaume as Quebec spokesperson for Hyundai could not
be more fitting, given the similarities between the young actor's dynamic
personality and the equally exciting profile of Hyundai, which offers a wide
range of high-quality, versatile vehicles that reflect the tastes of Quebec
consumers. More specifically, the theme of the campaign will focus on Hyundai
owners, whose vehicles are so well equipped and so ideally suited to their
needs that, like Guillaume, they've become very difficult to impress.

Although just 33, Guillaume has already carved his niche among Quebecers,
having burst on the arts scene in the 1980s with major roles in both film and
television. Today, his long list of achievements speaks volumes about his
exceptional talent, as do his many awards and nominations.

Guillaume's most recent film successes include Nitro and 3 p'tits
cochons, which garnered him Jutra and Genie nominations for his outstanding
performances. Away from the cameras, he is just as prolific, with interests
that range from parachuting and rock climbing to wakeboarding, snowboarding
and waterskiing. He even has his pilot's license. In short, it takes a lot to
impress Guillaume Lemay-Thivierge...which is why he agreed to become the
Quebec spokesperson for Hyundai.

Let’s see now if Quebeckers think this wakeboarding actor is like a fish out of water at the wheel of a Hyundai.

Kelsey’s Neighbourhood Bar & Grill leaves Quebec’s neighbourhoods.

Josée Béliveau, a spokesperson from Edelman Public Relations explained the decision in an article published in La Presse (March 12, 2008 LaPresseAffaires.com): “Let’s just say that the concept offered by the chain has not appealed to Quebeckers”.

I am not privy to Kelsey’s national strategies and how (or if) they were adapted for the Quebec market but “pub-style restaurants” do just fine in Quebec.

Perhaps Dave Minnett, president of Kelsey’s, points to the real issue: “The competition is different in Quebec.” (The Gazette, March 13, 2008).

Quebeckers seek familiarity and a sense of place in the restaurants they patronize. And St-Hubert BBQ and its pub-style St-Hub Resto-Bar are a tough act to follow.

Bilingual francophones in Quebec “get” English ads.

According to Statistics Canada, there are 3 million bilingual francophones living in Quebec. That’s 41% of the population.

A 1996 study conducted by research firm CROP for Publicité MBS shed some light on the effectiveness of English-language television advertising among bilingual francophones. A series of eight 30 sec local and international TV spots were shown to 92 bilingual francophones and 40 anglophones.

Comprehension rates were almost identical for both francophones and anglophones. Importantly, appreciation rates were similar. And it appears that comprehension rates weren’t affected by whether the spots used a predominantly visual approach or the spoken word.

But before you shift your media weight to English networks in Quebec, keep in mind that the survey sample consisted of francophones who were conversant in English and who devoted a certain percentage of their TV viewing time to English programming.

Pierre Delagrave of Cossette commented on the survey results in Strategy Magazine: “It’s very difficult to define bilingualism”. Read the full article Strategy Magazine, June 24, 1996

He’s right. The 3 million bilingual francophones are defined as having “knowledge of the official languages”. That number drops to 52,325 Quebec men and women when the criteria is French and English as the “languages spoken at home most often” and 43,335 when the criteria is English and French as “mother tongue”.

What we know then is that the number of bilingual francophones that “get” English ads falls somewhere between 3 million and 40 thousand. Until someone provides more bulletproof data on this, I’d stick with French TV to reach French-speaking Quebeckers, bilingual or not.

Direct selling advertisements: Quebeckers prefer them in a plastic bag.

According to a 2006 survey of Canadians’ “welcomness of direct selling advertisements” by Canada Post, Quebeckers are significantly less likely to welcome DRTV ads, the shopping channel, addressed mail and telemarketing as means of direct selling.

However, they open their door – literally – to unaddressed direct mail.
Much of Quebeckers’ receptiveness to unaddressed mail might be traceable to Transcontinental’s door-to-door distribution of advertising material through its ubiquitous Publisac. It delivers an average of 60 million advertising items a week to three million households.

That’s an awful lot of plastic bags at a time when some municipalities are banning them. Transcontinental is apparently planning to address the issue this spring with a biodegradable bag that should disintegrate within 6 o 8 months.

A welcome change.

Quebeckers filed 176 complaints with the Ethics Council of the Alcoholic Beverage Industry created in 2006. (Report released today)

More than 80 of the complaints filed specifically targeted breweries. The rest were filed against bars, the SAQ or they did not target a specific message or promotion.

While the voluntary code and the complaints mechanism via Educ’alcool’s website can play a significant role in furthering Educ’alcool’s mission of “improving Quebecers’ relationship to alcohol and drinking”, it can only go so far since the brewers have refused to adopt the industry’s code of ethics. Only distillers, wine and cider producers, promotional agents, the Societe des alcohols du Quebec, restaurant associations and chains and the owners of bars, taverns and brasseries have adopted the code.

Perhaps brewers feel that their own "responsible drinking" efforts contribute to Educ'alcool's mission and they can always deal with the complaints themselves...

Code of ethics

Desjardins. It’s not a bank. Actually, it’s more than a bank. What is it, really?

Desjardins has deep roots in Quebec as a “movement”. And it likes to say it’s not a bank. In fact, that was the financial institution’s advertising theme until 2006. The campaign that promoted its non-bank status and the unique position it holds in the Quebec financial landscape as a cooperative won a CASSIES in 2004 for effectiveness. The authors of the case study quote Alban d’Amours, the president of Desjardins whose term ends this month: “It’s about time money was at the service of people” and they add “On this basis, the relaunch was built around the theme: This is not a bank.” Read the full case 2004 Cassies Winner : Services - Financial

2006 brought a shift in direction. Desjardins is now “More than a bank”.

According to a piece in Quebec’s Le Devoir newspaper published on September 8, 2006, the “This is not a bank” theme sent the wrong signal to immigrants who, unaware of Desjardins’ history, sought “real” banks.

What might look like a not so unusual course correction when branding fails to take into account all stakeholders actually points to a much more significant struggle inside Desjardins. And this struggle is now most evident during the election of its new CEO currently underway.

Konrad Yakabuski summed it up best in a Globe & Mail article: "The election of a new CEO by 256 regional leaders and local caisse populaire managers is shaping up to be an epic battle between those who want Desjardins to stick to its knitting and those who believe the 5.8-million-member co-op is doomed unless it pursues its aggressive push to gain critical mass and credibility on Bay Street."

Is Desjardins becoming a "bank" and losing its values as a "movement"?

Read Konrad Yakabuski's article "Get ready for a culture clash at Desjardins"

Quebec small business entrepreneurs: branding is important but they're not satisfied.

An Ipsos Reid poll conducted for Hewlett Packard finds that 59% of owners of small or medium-sized businesses in Canada say that branding their business is a ‘priority’. Those operating in Quebec (66%) are more likely than those in the ROC to say so. While it’s more of a priority for Quebeckers, the same survey suggests Quebec entrepreneurs – from solopreneurs to those managing 100 employees – are the least satisfied with their current brand (39% are ‘very satisfied’ in Quebec compared to 45% nationally).

It’s a priority and they’re least satisfied.
Note to branding experts in Quebec: there’s a hole in the market and a market in the hole.

Link to the press release about the survey findings Majority of Canadian entrepreneurs lack total confidence in their brand identity

Citius, Altius, Fortius

Olympic marketing in Quebec must work faster, higher and stronger.

The NFL’s Super Bowl might top Forbes’ ranking of the world’s most valuable sporting event brands, but the Olympic brand is arguably the most coveted and staunchly protected global sport brand. Its essence is rooted in universally meaningful values and the symbolism of the Olympic Games resonates across a world that’s often deeply divided.

Yet, as is often the case with global brands, the Olympic Games can be made more relevant and appealing to a specific cultural group by adopting a “glocal” approach that’s more in tune with its general attitudes towards the brand. We took a look at how Quebecers relate to the Olympic Games based mainly on the recent findings from the Headspace Monitor, our online survey tool.

While there are many similarities between Quebecers’ views of the Olympics and those of the population in the rest of Canada (ROC), there are also significant differences that should be factored in the development of Olympic-related promotional efforts in that province. As organizers and partners ramp up the Olympic noise leading up to the 2008 and 2010 Olympic Games, being sensitive to the way Quebecers filter their messages can help increase their effectiveness.

Je me souviens

Baron Pierre de Coubertin, the founder of the modern Olympic Games, said that “Holding an Olympic Games means evoking history.” For many baby boomers in Quebec, this history is inextricably linked to the 1976 Montreal Summer Olympic Games. Jean Drapeau, the mayor of Montreal at the time, famously said “the Montreal Olympics can no more have a deficit, than a man can have a baby.” It took 30 years to pay the debt. Its symbol, the Olympic stadium–“the Big Owe”–remains an unavoidable reminder of that history.
It’s therefore not surprising that Quebecers are generally more concerned about the financial aspects of holding Olympic Games. When asked if the federal government should help fund the Vancouver/Whistler bid for the 2010 Winter Olympics, Quebecers were least likely to agree according to a survey conducted by Ipsos Reid in 2001.

On the flip side, and likely as a result, our survey found that Quebecers are significantly more likely than people outside the province to agree with the statement “Sponsors provide vital support and funding to help ensure the Olympic Games take place.”

 Implications: Marketers might benefit from highlighting how private sector funding reduces the burden on governments.

Canada’s Games

Canadian Olympic pride is closely linked to Canadian pride. And Quebecers simply do not have as much pride in Canada as Canadians in the ROC. A survey conducted in 2002 asking Canadians if they were proud to be Canadians revealed that one in 10 Quebecers said no. This sentiment appears to rub off on Canadian Olympic pride. Our survey asked Canadians if they agreed with the statement “The Olympic Games let me be proud of Canada.” Only 56% of Quebecers agreed while 74% of Canadians in the ROC agreed. We saw a similar pattern with what is perhaps the Olympics’ most powerful symbol: the Olympic torch. Quebecers were less likely to agree that carrying the Olympic torch for Canada would be an honour (88% in Quebec versus 95% in the ROC).

 Implications: Consider linking the notion of “Canada’s Games” with its people and what unifies us all when it comes to sportsmanship.

Going for the gold

Canada hopes to not only be a great host but also to own the podium in 2010. While it’s a worthy objective, not everyone views winning a gold medal as the ultimate sport achievement. Quebecers are least likely to agree with the statement “There is no better achievement in sport than winning an Olympic gold medal” (38% in Quebec versus 56% in the ROC).

Our survey also indicates that Quebecers are more likely to feel that their enjoyment of the Olympic Games is spoiled by drugs or doping issues and least likely to believe that the performance of Olympic athletes encourages children to participate in sports.

 Implications: Marketers should learn from Baron de Coubertin’s words: “The important thing in life is not the victory but the contest; the essential thing is not to have won but to have fought well.”

What’s in it for us?

Quebecers are strong supporters of amateur sport. It’s visible in every community and in the media coverage in Quebec. And it’s reflected in their expectations of Olympic sponsors. They are significantly more likely than Canadians in the ROC to agree with the statement “Olympic sponsors should do more than financially support the Olympic Games, they should support the amateur sport organizations that support our athletes” (85% in Quebec versus 78% in the ROC).

They also expect sponsors to do more at the grassroots level: 91% of Quebecers agree with the statement “Olympic sponsors should do more at the community level to encourage young people to participate in sports,” compared to 83% in the rest of Canada.

 Implications: Quebecers will reward Olympic sponsors who have a real and visible impact at the grassroots level, closer to home. After all, VANOC and its partners aim to generate sufficient revenue to host the Games but also to leave a financial legacy for sport.

Proud of our own

Quebecers support all Canadian athletes but they’ll cheer louder for their own sons and daughters. Asked if they are more interested in the performance of Canadian athletes in general or athletes from their own province, 53% of Quebecers said athletes from their province compared to only 12% of Canadians in the ROC. As Kelly Vanderbeek from the Women’s National Ski Team once said: “I really believe it’s a border thing–the Quebec people really like to see their athletes beat the rest of the country. They are proud of their Olympic athletes and follow them religiously.”

The Quebec government doesn’t shy away from reinforcing this feeling of pride. Following the 2006 Torino Winter Olympics, it ran radio advertising to greet returning Quebec athletes: “You’re finally here. After an eight-hour flight, 16 days of competition. After many years of efforts and training. A model of courage and determination for future generations. Dear Quebec athletes. Thank you. We’re so proud of you.”

 Implications: Keep it close to home and leverage Quebecers’ strong sense of place by supporting Quebec athletes. Adopt a tone that borders on family pride similar to McDonald’s Restaurants’ campaign supporting Olympic diver Alexandre Despatie during the 2004 Athens Olympic Games.

*****

Olympic sponsorship is intended to generate support for the Olympic Movement and Games and, in return, benefit the sponsor. The expected benefits may vary greatly depending on the sponsor but improved brand equity is almost always a measure of ROI. Our survey suggests that investments in Quebec must work even harder to shift perceptions since Quebecers are less likely to agree with the statement “seeing the Olympic rings on a product or service is likely to make me feel more positive towards that brand (32% in Quebec versus 40% in the ROC).

Leveraging some of these differences should help generate a faster, stronger and higher ROI in Quebec.

Link to the Headspace Monitor survey results Olympics: Quebeckers prefer to keep the spirit close to home.

The Filters and Influencers That Drive Brand Choice in Quebec

Presentation to the CANADIAN MARKETING ASSOCIATION's National Convention on May 14th at 10:30 at the Metro Toronto Convention Centre

Building successful brands requires relevant differentiation. For national, North American or global brands competing in Quebec, this often requires that they be sensitive to the different attitudes and consumption behaviours of Quebec consumers. While there are many similarities between Quebec and the rest of Canada, leveraging these differences or at least adapting marketing approaches to reflect these differences can often be a competitive advantage.

This presentation will review Headspace Marketing’s proprietary model of the various “Filters” and “Influencers” that impact Quebecers’ brand decision-making for products, services, ideas, causes and even people. The model was developed based on quantitative data from various sources including our firm’s own survey tool – the Headspace Monitor. It provides an actionable tool to ensure brands capitalize on what resonates most with Quebecers. Each Filter and Influencer will be discussed and illustrated with examples.

Link to the details CMA National Convention - Concurrent Sessions - Band #4

The secret to gaining success in Quebec

MARINA STRAUSS
Globe and Mail - September 27, 2005

Tim Hortons resonates more with Quebeckers than Starbucks, while Canadian Tire is a hit in that province and Wal-Mart comes up wanting.

Why the differences?

A new study suggests that retailers based outside the province that want to get the nod from Quebeckers don't actually have to do anything different with their products or operations. Instead, they must come up with a spin that makes a connection with residents of la belle province, the study indicates.

The findings even surprised author Eric Blais, whose Headspace Marketing Inc. firm in Toronto commissioned the study and produced the report, which will be issued soon. "There doesn't seem to be a need to fundamentally adjust your offerings to Quebeckers," Mr. Blais said in an interview. "But there is a need to present it in a manner that speaks to Quebeckers."

READ THE FULL ARTICLE Globe & Mail - Report on Business.com