We created the nastiest house listing in Canada through a unique partnership with Comfree, the most important real estate site in Canada. The house provided the perfect platform for a "handyman’s dream home", helping to showcase the possible projects enabled by the Mastercraft 20V tools. This property was featured in the search results and could be discovered within organic listings on the site.

The house listing had pictures and an elaborate description, presenting each tool in its context of utilization. Banners were used to expand the conversation through engagement with rich animation and interaction with the tools. Extensive information about the Mastercraft attributes were offered upon engagement with the banner.

The faux-listing was presented in Canada’s two major markets (Toronto and Montreal), both in French and English.

The click-through-rate was two-times higher than the industry standard, and garnered an interaction rate of 31%. While no official offer was made, the house created a lot of buzz and discussion across Canadian blogs and on international websites. More importantly, this initiative created a remarkable sales lift on the Mastercraft tools. Drill sales increased by 56% and sales of the 2 piece combo kits increased by 26%.

This campaign helped provide an innovative media solution - and all it took was the right tools.