We go to the ends of the Earth for a client
We travelled to Destruction Bay in the far west of the Yukon Territory to put Canadian Tire’s NOMA Lights to the ultimate test, and show Canadians that they are truly Tested for Life in Canada.
The SituationEach year, Canadian Tire wants to light up the holidays for consumers. However, after a season of industry-wide product recalls and unfortunate PR that extended to Canadian Tire’s private label NOMA Christmas lights, consumer confidence was low. Canadian Tire had stepped up its game to ensure its new Christmas lights were up to handling any weather, anywhere in Canada. What they needed to do was prove that when they promised to provide lights that were absolutely reliable, they were true to their word. FUSE was up to the challenge.
The BreakthroughThough the end result is gratifying, the work to put up Christmas lights is a hassle. Consumers want to know that the task of making their home holiday-ready is something they only have to do once. To prove that Canadian Tire’s NOMA brand holiday lights would meet that expectation, we took the newly-improved lights to a testing ground that could only be found in Canada’s far north: Destruction Bay. Located in the far west of the Yukon Territory, it’s know for its high winds and freezing temperatures – an ideal place to put Christmas lights to the test. FUSE decorated a nearby arctic research station with more than 12,000 NOMA Christmas lights. It was a chance to bring light and joy to a place that experiences 24 hours of darkness at the peak of winter. If NOMA lights could withstand the extreme conditions of Destruction Bay, they could stand up to weather anywhere in Canada. From concept to execution, FUSE also took the lead on developing videos that would prove Canadian Tire’s promise of reliable Christmas lights. Overcoming obstacles of distance, weather, limited daylight and access to supplies, we managed to get the job done. We scouted the location, shot the video and managed all post-production. The result was some inspiring and compelling video that delivered the story that Canadian Tire wanted to tell.
The PayoffWhen posted to YouTube and Facebook, the video had over 1 million views in the first 2 weeks of the campaign and to date has exceeded Canadian Tire benchmarks across the board (currently nearing 6 million impressions). Sales results have been tremendous as well. Canadian Tire’s NOMA lights saw an over 100% increase in sales compared to the previous year. In addition, very early in the campaign, Stimulant, a website whose mission is to inspire ad industry creatives took notice of the video and featured it as part of its Top Ad Ideas.
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