Cannes Lions

RETAILER

TOUCHE!, Montreal / CANADIAN TIRE / 2015

Case Film
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

We found 300 volunteers who carpooled, coached, and mentored Jonathan throughout his life. Our content strategy featured those volunteers in online documentaries and a full length version in prime time TV.

We synchronized Facebook posts to our TV ads prompting downloads of the song featured in the spot. “We-All-Play-for-Canada” became the most downloaded song in Canada.

To strengthen grassroots positioning, stores engaged their communities, through in-store activities, social assets and the flyer program.

Don Cherry, the iconic hockey broadcaster, wore a team photo jacket on air. Soon, other celebrities joined the movement; “We-All-Play-for-Canada” became the rallying cry of a nation.

Outcome

Our community rooted strategy paid off, YOY sales grew by $93 million during the quarter of the campaign, leaving our competitors in the dust.

Outperformed brand KPI’s:

• Had meaning to me personally: +100% over Ipsos norms

• Online awareness: 4 x Ipsos Norms

• Ranked #1 for most likely to consider buying

In just FIVE DAYS, we generated 85 million Facebook impressions, in a country of 30 million people.

The #WeAllPlay appeared in over 4 million Twitter feeds.

The documentary attracted over 3.2 million viewers, generating 14 TV rating points.

The “Jacket Stunt” and “Documentary” earned $8.6 million in free media airtime.

Similar Campaigns

12 items

ICE TRUCK

TAXI CANADA, Toronto

ICE TRUCK

2015, CANADIAN TIRE

(opens in a new tab)