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Canadian Tire
Step Up Stand Tall

RAN IN: Canada

CLIENT
Canadian Tire Corporation

AGENCY
cleansheet communications *Lead Agency


Touche! *Lead Agency


NYB Media Inc


Cinco


SUMMARY

A Canadian retailer facing aggressive competitors like Walmart and Home Depot created a deep emotional connection by taking an exclusive event like the Olympics and turning it into a campaign for inclusion. We uncovered moments of character in the Games and linked them to values Canadians hold dear. We showed that when the best of us steps up, our nation stands taller. By creating an authentic link to the brand, we achieved Top Tier sponsorship status, enjoyment and improved opinion above all sponsors, and social engagement ranked #3 globally, with just 36 million Canadians. 

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);GUERILLA;Ambient Media;INTERACTIVE/ONLINE;Brand Website/Microsite;Contests;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;OOH;Billboard;Transit;SOCIAL MEDIA;SPONSORSHIP;TV;Branded Content (TV);Sponsorship (TV);Spots (TV)

Audience: Families

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English