Canadian Tire has never been the place you go for inspiration. You go in, you get exactly what you need and you leave. With new competition from hot, attractive brands like Target looming, Canadian Tire had to take their brand a step further to create an emotional connection with Canadians.
Canadians everywhere have been using Canadian Tire products in inspiring and passionate ways for over 90 years. By telling these stories, we aligned Canadian Tire with a much bigger purpose – more than just a store, Canadian Tire plays a vital role in the way we all live life in Canada – and no other brand can own that.
So we created their first digital catalogue that explored stories coast-to-coast while allowing consumers to shop directly. In the first 2 months after the launch of the catalogues first issue, we quickly began gaining traction with:
- 170,000 visitors
- 2.5 million pages virtually flipped thorough
- 36% return visitors coming back more than once
- 2 min average time on site (double the requested time spent on site)
- Average of 15 pages viewed per visit (more than twice that of Canadiantire.ca, Canada's number one retail site)
PROJECT ROLE: Brand Manager, Production Coordinator
Client: Canadian Tire
Creative Agency: Tribal / DDB Canada
Account Team: Kaezad Nallaseth, Nick Pigott, Monica Bialobrzeski
Creative Director: Mara Binudin Lecocq
Design Director: John Thai
Producers: Chris Webden, Caroline Clarke, Neem BaHa,
Catherine Kim, Elizabeth Fitzpatrick, Bonnie Chung, Gaetano Carpino
Creative Team: Benson Ngo, Dmitry Zelikman, Tracy Wan, Santiago Fernandez
Developers: Paul Jara, Paul Sham, Stephen Hobson. Brad Carson
Production: Apollo Studios, Audio Z, RMW Music
Ole Clear, Talent Payment Services ULC, Hames TSE Photography
Brought to you by, Sons and Daughters Productions Inc., Jigsaw Casting Ltd., Aon Reed Stenhouse Inc., Blizzard Courier Services Ltd.