Target is preparing to enter the Canadian market next month and will be releasing its Canadian TV spot tonight during the Academy Awards. This is the first step in positioning the brand as a “neighbour” to Canadians and carving out a unique place in their minds that is separate from Wal-Mart, Loblaw’s and other mass retailers.
The company is looking to own a friendly personality to signal an attitude that Canadians should have about the identity of the brand. Insights about need states, buying habits, and the Canadian identity have been gathered for the past year in communities across the country. These insights were then applied to influence the design of this message and selection of the most efficient outlets to reach consumers in order to generate awareness and stimulate interest (out-of-home, social media, radio, newspaper, and excellent timing of TV ad during the widely viewed Academy Awards show).
Completely understanding a new target audience (Canadian consumers) through the gathering of consumer insights was essential to adapt the Target brand identity and shopping experience to this new market which is distinct from the United States. The Canadian retail landscape is about to change….
Aidan Shankman (graded), 0609-6199, COMM 335-2, campaign, planning, target audience, consumer insights (immersing)