The Client:
Canadian Tire
The Company:
Canadian Tire Corporation, Limited is a Canadian retail company which sells a wide range of automotive, sports and leisure, and home products. Some stores also sell toys and food products. Retail operations include Canadian Tire, the core retail and automotive service operation, which operates a large car repair garage in each store; Canadian Tire Petroleum; men’s, women’s, and work apparel retailer Mark’s; sporting goods and sportswear retail conglomerate Forzani Group Limited, and PartSource, retailing auto parts and accessories. Its head office is in Toronto, Ontario. The retailer is known for its Canadian Tire money, a loyalty program first introduced in 1958, where customers are provided with coupons resembling paper money worth 0.4% of their purchase that can be used in subsequent purchases as scrip at Canadian Tire stores and gas stations.
The Challenge:
Canadian Tire a popular retail company is known for their wide range of lifestyle and automotive products that cater to the needs of the Canadian community across the country. They reached out to us with the challenge of creating a multi-sensory marketing tool that would advertise not only one but all of their Christmas deals that are up for grabs. The goal was to deliver a buzz-generating campaign that would up their game and maximize their sales during this peak period.
The Solution:
Keeping in mind the larger number of Christmas deals offered by ‘Canadian Tire’, we decided that our video book would be ideal. It would not only accommodate the many deals offered but also display individual promotional videos. Inside you will find enclosed, multiple pages with back to back print accompanied by an LCD screen embedded at the center. Customers are welcomed by the automatically playing videos that change when pages are turned. A series of control buttons on each page allow the users to watch these humorous, heart-warming adverts at their own pace and volume. As customers flip through the vibrant Christmas-themed video book, with each turn they are greeted by Canada’s Christmas store with a warm holiday feel right in the comfort of their own homes
The Success:
The Video Book was a big success among the staff of the various outlets as a sales tool to promote the Christmas special offers which started in October itself and sales were boosted considerably compared to earlier years.
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