Canadian Tire Ice Truck
What's the best way to test if a MotoMaster Eliminator battery can survive the harsh Canadian winters? The Canadian Tire Ice Truck.
Canadian Tire’s products are specifically tested for life in Canada. A perfect example: the new MotoMaster Eliminator auto battery, which can start your truck at 40 degrees below freezing. It’s something you have to see to believe, but car batteries aren’t exactly the kind of thing you can try out in the store. Instead, we needed to show people its power first-hand with a compelling test that would resonate with winter-weary Canadians.
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Canadians often complain about waking up on winter mornings to an “ice cold” car that simply won’t start. This made us think: what if we used the MotoMaster Eliminator Battery to power a truck that was literally made of ice? After all, if it could do this, frigid mornings in Moose Factory would be a walk in the park.
To build it, we headed to Hensall, Ontario and teamed up with the award-winning team at IceCulture. These world-renowned ice sculptors had worked with the likes of NASA and Disney to name a few – but creating a drivable vehicle made of giant ice bricks? That was a first. But after extensive testing, 15,000 pounds of ice, and countless hours of manual labour in the bitter cold, the Ice Truck took shape. Finally, we took our MotoMaster Eliminator battery, which had been frozen in a cooler to a temperature of -40°F, and placed it under the icy hood.
Sure enough, it fired right up – and we didn’t just roll it down the driveway. On its maiden voyage, the ice truck attempted to set a Guinness World Record for being the first self-propelled ice creation to drive. It motored through the streets of Hensall at an average speed of 20 km/h, completing a 1.6 kilometre journey without a single bump in the road.
Canadians were blown away by the Ice Truck. Online teasers and video placements earned over 2.5 million views and Facebook likes. The frosty vehicle made its national TV debut during the appropriately chilly NHL Winter Classic – one of the only professional hockey games played in the snowy outdoors.
Overall, the Ice Truck received coverage on over 160 media outlets, collecting a combined total of more than 81 million earned media impressions. And most importantly, the Ice Truck helped Canadian Tire boost battery sales by 50% compared to the previous year.
How’s that for some sizzle?