Canadian Tire Promo SPIRIT TREE by DDB Toronto

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Industry Tires
Media Promo & PR
Market Canada
Agency DDB Toronto
Creative Director Louis-Philippe Tremblay
Art Director Mara Binudin
Copywriter Ryan Lawrence
Designer Roger Dario
Released December 2011

Credits & Description

Category: Best Use of Ambient in a Promotional Campaign
Product/Service: CANADIAN TIRE
Creative Director: Louis-Philippe Tremblay (DDB Canada/Tribal Toronto)
Technology Director: Joe Dee (DDB Canada/Tribal Toronto)
Art Director: Mara Binudin (DDB Canada/Tribal Toronto)
Copywriter: Ryan Lawrence (DDB Canada/Tribal Toronto)
Director Of Production: Catherine Kim (DDB Canada/Tribal Toronto)
Agency Producer: Luc Quartarone (DDB Canada/Tribal Toronto)
Designer: Roger Dario (DDB Canada/Tribal Toronto)
Managing Director: Andrew McCartney (DDB Canada/Tribal Toronto)
Account Manager: Kaezad Nalleseth (DDB Canada/Tribal Toronto)
Tribal Developer: Paul Sham (DDB Canada/Tribal Toronto)
Community Cultivation Manager: Laura Muirhead (DDB Canada/Tribal Toronto)
Social Media Director: Ed Lee (DDB Canada/Tribal Toronto)
Senior Consultant: Greg Vallentin (DDB Canada/Tribal Toronto)
Interactive Developer: Dana Brousseau/Rob Etmanski
Media Lead: Chris O'Hara
Production Company: IMA Outdoor
Public Relations Agency: High Road Communications (High Road Communications)
: Moment Factory (Moment Factory)
: Cube Productions (Cube Productions)
: Keystone Studios (Keystone Studios)
Media placement: Installation - Toronto's Union Station - December 9th, 2011

Describe the objective of the promotion.
Canadian Tire is Canada’s leading Christmas store, but in recent years they’d noticed that Christmas spirit was fading – it was losing the magic that made it special, and they were losing the consumer awareness that made them No.1.
Canadian Tire needed a way to re-ignite the excitement and wonder of Christmas, and especially Christmas at Canadian Tire, with consumers.
Using online Christmas spirit, we created a magical, tangible Christmas experience – the world’s first Christmas tree powered by Christmas spirit. And to drive store traffic and purchases, we created a special $5 off coupon given out at the tree.

Describe how the promotion developed from concept to implementation.
Once we had the idea for the tree, we knew it would draw crowds. We decided to take advantage of this and use CSRs on location to engage passers-by to experience the tree and deliver our $5 off coupon.
The combination of the magical tree experience plus the $5 off coupon helped to reaffirm Canadian Tire as Canada’s Christmas store in the minds of consumers.

Explain why the method of promotion was most relevant to the product or service.
Canadian Tire is Canada’s No.1 Christmas store, but they didn’t have the consumer awareness to match. Customers needed to be reminded that they can rely on Canadian Tire to satisfy all their Christmas decorating needs.
This campaign was also running during the last 2 weeks before Christmas, a time of year full of last-minute shoppers scurrying for presents and deals.
Finally, we knew that Canadian Tire customers love a deal.
Combined, we saw coupons as the best way to capture attention, engage consumers, and drive purchase.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In just over 2 weeks, Canadian Tire saw more than $500,000 in incremental revenue that was a direct result of redeemed coupons. There was also un-measurable revenue as a result of the following results:
•20m earned impressions
•Mentioned on more than 1,400 blogs and news outlets, including Global News, PSFK, and MSNBCs Today Show.
•1.8m+ minutes of the tree Livestream were watched online
•Visitors averaged 7+ minutes spent on site