Since 1922, Canadian Tire has been a popular go-to destination for Canadians looking to buy sporting goods, electronics, housewares and more. But the company knew that to be competitive, it had to broaden its appeal. The question was how to change the way one of the country's oldest brands was perceived. To stay current, the company created a story-driven digital catalog, complete with interactive films, content and advice to reach people on not only a functional level but also an emotional one.

Launch the campaign
Published
February 2014
Topics

The Story

Since 1922, Canadian Tire has been a popular go-to destination for Canadians looking to buy sporting goods, electronics, housewares and more. But the company knew that to be competitive, it had to broaden its appeal. The question was how to change the way one of the country's oldest brands was perceived. To stay current, the company created a story-driven digital catalog, complete with interactive films, content and advice to reach people on not only a functional level but also an emotional one.

We reached out to Canadians through Facebook and other social media channels and collected stories from across the country. From an urban gardener and blogger in Quebec to a couple building backyard bliss for their sons in Vancouver, all sorts of people shared how Canadian Tire helps them do the things they love. We featured these real Canadians and their passions in editorials and interactive videos and experiences. Each page reflects the uniquely Canadian way of life.

The Results

Starting out, we knew that changing an entire country’s perception of one of the oldest retailers would take time, but with the March 2013 launch of our first issue, we quickly began gaining traction. More than 170,000 visitors virtually flipped through more than 2.5 million pages in the first two months alone. Visitors spent an average of two minutes on the site, and 36% of them returned for more. Viewers clicked through an average of 15 pages per visit, more than twice that of Canada’s #1 retail site.

2.5 Million

Pages virtually flipped through in first two months

36%

Of visitors have returned to the catalogue on more than one occasion

15

Pages viewed on average, per visit

Launch Date April 23, 2013