Canadian Tire taps a golden opportunity

In support of its "We All Play for Canada" campaign, the company extended a golden hockey stick to Canadians.

Canadian Tire saw a golden opportunity to put its “We All Play for Canada” campaign around ¬†the 2018 Olympic and Paralympic games in the literal hands of Canadians.

Along with three TV spots that went live in January, the company launched an experiential activation featuring a “Golden Stick” that travelled to eight markets across the country, rallying support for Canadian athletes before ending up at the Canada Olympic House in PyeongChang.

Members of Team Canada, including sprint kayaker Adam van Koeverden and hockey player Jayna Hefford, engaged with Canadians and encouraged them to tap the stick. The effort garnered over 22 million earned media impressions, and the company recorded more than 57,000 “taps” from Canadians using GPS tracking technology.

Client: Canadian Tire
Creative agency: Leo Burnett
Media agency: Touché
PR: Hype PR
Experiential: SMAK