2023 Winner
BronzeBest in OOH Platforms - Budget Over $100,000
Canadian Tire
"MotoMaster: Getting you there for moments that matter"
Touché!
"MotoMaster: Getting you there for moments that matter"
Touché!
Canadian Tire is well known for “MOTOMASTER” products in the auto category but lags behind competitors in affinity. Therefore, they needed to increase trust in the brand through a full funnel approach that would convince Canadians that “MOTOMASTER” is a reliable, high quality automotive brand, leading to increased sales.
Knowing that 83% of Canadians own or lease a vehicle and 81% believe that it would be impossible to not have a car, it was clear to Canadian Tire that car ownership is an integral part of the average Canadian’s lifestyle and an opportunity for them to, once again, show up for Canadians in the
moments that matter.
Despite its importance in the lives of Canadians and the fact that many of them rely on their vehicles to get them to show up for the moments that matter, almost half of Canadians only think of auto parts once they have already broken down. 63% of them also have requested roadside assistance in the
past year alone.
With most vehicle owners falling within their target demographic and significant economic factors such as recession, and inflation on the rise, Canadians were more likely than ever to rely on auto brands to help stretch the life of their vehicles. Therefore, it was vital for “MOTOMASTER” to continue to build equity among Canadian drivers and reinforce that they can depend on “MOTOMASTER” to get them where they need to be, given their wide assortment of quality products.
“MOTOMASTER” met Canadians in the most contextual space possible by leveraging a unique mobile billboard in the form of a tow truck carrying a vehicle branded in “MOTOMASTER” messaging. Ultimately reaffirming their position in the auto category as a trusted, quality brand that Canadians could rely on in the moments that matter.
Understanding that the large majority of Canadians own or lease a vehicle and car ownership is an integral part of their every day lives, Canadian Tire and “MOTOMASTER” set out to create a one-of-a-kind execution that could reach drivers and remind them that “MOTOMASTER” is a brand they could trust and rely on.
Considering the importance of vehicles and the fact that many Canadians have used some form of roadside assistance in the past year, they blended these two components together to create the perfect way to reach their audience and drive impact.
Their initial vision was to affix physical billboards to the back of tow trucks, however, were challenged by safety concerns and legislations. Then came their big solve, that was bound to capture the
attention of passerby’s and remind them that if they didn’t want to rely on roadside assistance,
“MOTOMASTER” is there.
They wrapped vehicles in “MOTOMASTER” messaging and drove on the busiest streets and highways in Canada’s biggest cities and stopped at parking lots of stores and busy shopping malls, forcing drivers to sit up and take notice – whether they were stuck in traffic or walking through parking lots.
To top it all off, the campaign was supported by video formats inclusive of :30s, :15s, and :6s cutdowns on TV, YouTube and connected TV channels, as well as Display, META placements, Search, Programmatic DOOH and a REV TV sponsorship to further amplify their messaging. Owned channels were also incorporated to ensure maximum exposure.
They leveraged a one-of-a-kind, custom mobile billboard in the form of a tow truck carrying a vehicle branded in “MOTOMASTER” messaging. The truck drove across major highways in Toronto and Montreal during rush hour to capture as much attention as possible and stopped by parking lots of popular stores and shopping centres. This was, Canadian Tire was able to breakthrough and meet drivers in the most contextual space possible in a manner that was impossible to ignore.
The campaign saw great results across various metrics with a 9% increase in sales within the campaign timeline, +10% increase in brand ad-recall within 2 weeks, 57% increase in website visits, and 9.62M total impressions for the tow truck alone.
Social results included significant lift across awareness, recall and favorability. There was a 9.7 points increase in standard ad recall, a 3.7 increase in points of standard brand awareness and 0.7 points increase in standard favorability.
Knowing that 83% of Canadians own or lease a vehicle and 81% believe that it would be impossible to not have a car, it was clear to Canadian Tire that car ownership is an integral part of the average Canadian’s lifestyle and an opportunity for them to, once again, show up for Canadians in the
moments that matter.
Despite its importance in the lives of Canadians and the fact that many of them rely on their vehicles to get them to show up for the moments that matter, almost half of Canadians only think of auto parts once they have already broken down. 63% of them also have requested roadside assistance in the
past year alone.
With most vehicle owners falling within their target demographic and significant economic factors such as recession, and inflation on the rise, Canadians were more likely than ever to rely on auto brands to help stretch the life of their vehicles. Therefore, it was vital for “MOTOMASTER” to continue to build equity among Canadian drivers and reinforce that they can depend on “MOTOMASTER” to get them where they need to be, given their wide assortment of quality products.
“MOTOMASTER” met Canadians in the most contextual space possible by leveraging a unique mobile billboard in the form of a tow truck carrying a vehicle branded in “MOTOMASTER” messaging. Ultimately reaffirming their position in the auto category as a trusted, quality brand that Canadians could rely on in the moments that matter.
Understanding that the large majority of Canadians own or lease a vehicle and car ownership is an integral part of their every day lives, Canadian Tire and “MOTOMASTER” set out to create a one-of-a-kind execution that could reach drivers and remind them that “MOTOMASTER” is a brand they could trust and rely on.
Considering the importance of vehicles and the fact that many Canadians have used some form of roadside assistance in the past year, they blended these two components together to create the perfect way to reach their audience and drive impact.
Their initial vision was to affix physical billboards to the back of tow trucks, however, were challenged by safety concerns and legislations. Then came their big solve, that was bound to capture the
attention of passerby’s and remind them that if they didn’t want to rely on roadside assistance,
“MOTOMASTER” is there.
They wrapped vehicles in “MOTOMASTER” messaging and drove on the busiest streets and highways in Canada’s biggest cities and stopped at parking lots of stores and busy shopping malls, forcing drivers to sit up and take notice – whether they were stuck in traffic or walking through parking lots.
To top it all off, the campaign was supported by video formats inclusive of :30s, :15s, and :6s cutdowns on TV, YouTube and connected TV channels, as well as Display, META placements, Search, Programmatic DOOH and a REV TV sponsorship to further amplify their messaging. Owned channels were also incorporated to ensure maximum exposure.
They leveraged a one-of-a-kind, custom mobile billboard in the form of a tow truck carrying a vehicle branded in “MOTOMASTER” messaging. The truck drove across major highways in Toronto and Montreal during rush hour to capture as much attention as possible and stopped by parking lots of popular stores and shopping centres. This was, Canadian Tire was able to breakthrough and meet drivers in the most contextual space possible in a manner that was impossible to ignore.
The campaign saw great results across various metrics with a 9% increase in sales within the campaign timeline, +10% increase in brand ad-recall within 2 weeks, 57% increase in website visits, and 9.62M total impressions for the tow truck alone.
Social results included significant lift across awareness, recall and favorability. There was a 9.7 points increase in standard ad recall, a 3.7 increase in points of standard brand awareness and 0.7 points increase in standard favorability.
Credits
Touché!Canadian Tire
Leo Burnett