Taxi
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Canadian Tire • Fresca • Mini • Telus • WestJet |
Canadian Tire
After seven years, the long-running “Ted and Gloria” campaign was showing signs of fatigue. Taxi’s challenge was to develop an approach that worked just as hard on a product-by-product level, but also helped to build the Canadian Tire brand at a higher level.
The resulting campaign uses a device that is an integral part of the customer experience: the aisle sign. From a shopper’s point of view they make navigating the store easier. From a communication perspective it is a very flexible but unifying platform able to introduce new products and move easily from season to season. The “Aisle Signs” campaign launched in early spring and has featured products ranging from backyard living, camping equipment and closet organizers to hockey gear and back-to-school supplies.
So far the results have been impressive. Awareness scores for the overall campaign are at 90%. Same-store sales, a key retail measure, are up versus last year. The value of the average transaction has increased and research has shown the campaign is tracking well above norm on enjoyability as well as refreshing the brand’s image.
Television
 Patio |
 Yard |
 Canadian Tire Spoof |
 Rivals |
 Diner |
 Bobby |
 Faucet |
 Garage Band |
 Mommy |
 Stuck |
 Canadian Tire Press |
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Out Of Home
 Cookwear |
 Digital Camera |
 Pest Control |
 Shelving |
 TV Stands |
 Chainsaws |
 Dog Beds |
 Lawnmowers |
 Art Supplies |
 Paper Glue |
 Stereos Ear Plugs |
 Bike Rack |
 Hydro Pole |
 Back To School Flyer |