On a yearly basis, Canadian Tire’s marketing efforts need to support hundreds of different products and seasonal categories while building the larger brand. Last year Taxi developed the “Aisle Signs” campaign, which not only serves as a platform to promote products, but also aims to reinforce how central the brand is to Canadian families. This year’s creative continued to build on this strategy.
Strategy and Media Used:
More than a hundred TV, OOH, print, radio, POS and online components.
At launch, the creative received the highest brand link scores ever reported in Ipsos Reid tracking for a new campaign; since then it has continued to demonstrate an impressive impact on advertising results. For example, in-market tracking has shown a strengthening in consumers’ perception of Canadian Tire as a store that offers the wide range of products shoppers require – beyond the categories that the brand is already known for, like automotive products and tools.