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October 2006 - Strategy Magazine
Special Report: Media Agency of the Year

Bronze case study: Canadian Tire

by Natalia Williams
page 44

With simple product integration losing its effectiveness, MBS/The Media Company jumped at the chance to link the Canadian Tire brand with décor diva Debbie Travis' reality series, From the Ground Up.

Goal/strategy

The agency wanted to position Canadian Tire as the ultimate DIY supplier for women seeking design solutions for their home - a coveted, and growing, market.

By building the products into the storyline of the show, MBS/The Media Company hoped to avoid the consumer fatigue that accompanies rudimentary product placement.

Execution

"Instead of 30-second spots, we had full product integration into the show," says Fiona McLaughlin, VP, group account director. "We did not have just Debbie Travis products, but Canadian Tire products and tools were built right into the story line." They also created vignettes at the end of each program in which experts gave tips on the best way to use the Canadian Tire products featured in the episode. As well, a microsite was created where viewers could re-view the vignettes at their leisure, learn more about the featured product, then download e-coupons for the product to encourage purchase.

Results

After the show ended, the agency conducted research to get viewers' perception of the brand and the products. "All the results were very, very positive," says McLaughlin. For example, those planning to shop at Canadian Tire in the coming month was up 17%. Those who planned to shop at the retailer for an upcoming home décor project was up 13% while overall trust of the brand was up 12%. Perhaps most telling however, is that a new season is currently in the works. NW

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