My choice of a great B2B campaign for this blog post is inspired by our recent snowy weather.
This campaign is for Canadian Tire, an automotive parts retailer and manufacturer who have a lot of experience working in snowy weather! Although it has been live for several months, it is a perfect example of the power of a big idea.
As I like to say, forget the channel, what is the idea?!
The brief was to produce a campaign for the Canadian Tire Eliminator Battery – a brief which I can image would see many a creative slumped in a chair with their eyes rolling!
But the big idea is genius – a brilliant product demonstration. They froze the battery to -40°c and built a pickup truck made from more than 11,000 lbs of ice – complete with ice air freshener.
And, on cue, at the turn of a key, the engine started and the team drove it over one kilometre through the streets of Ontario. Can another brand claim to understand the needs of their Canadian audience more?!
This wasn’t an idea for a website, a press or social campaign – it was just a big idea that eventually covered all those channels and more.
Results: The campaign boosted sales on car batteries at Canadian Tire by more than 50% over the previous year.
According to Ipsos ad tracking data cited by Canadian Tire, ads outperformed the industry standard on three key metrics among target consumers: Prompted recall was 63% over the industry norm; brand link was 36% over, and main message communication was 24% above the industry norm.
Access the video on YouTube here.
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