Canadian Tire, one of Canada’s largest retailers, was losing touch with an important customer base: trades’ professionals. We were tasked to bring them back into the fold, with the launch of Maximum, a new line of professional-quality tools exclusive to Canadian Tire, with a focus on Maximum Drill Bits, a frequent-purchase product.
We showed-off Maximum Drill Bits’ benefits of longevity and precision in a way tradesmen could respect, with a product demonstration worthy of their craft: We made 10,795 holes through a 1/4-inch steel plate, exclusively using Maximum products, to create a work of art – the Maximum Mural.
We created video, online and social content all found on a central campaign landing page. Over 18,600,000 impressions and 944,153 video views during the 4 week campaign. Sales for Maximum products increased 25%, leading to in $1.5 MM in Maximum sales during the 4 week period.
PROJECT ROLE: Strategy, Brand Manager, Production Coordinator
Client: Canadian Tire
Creative Agency: Tribal / DDB Canada
Account Team: Kaezad Nallaseth, Monica Bialobrzeski
Creative Director: Benjamin Playford
Copywriter: Simon Rogers
Art Director: Jake Bundock
Producer: Chris Webden
Production: Studio M