Canadian Tire
PR | Strategy | Consumer XM
Stick to greatness.
Challenge.
Just before the Seoul Winter Olympics, Canadian Tire’s Olympic “Stick Tapping” campaign was in full swing. Our challenge was to take this campaign, create some buzz around it and make it resonate with Canadians on a deeper, more personal level. The extra challenge? We had one month to make it happen.
Response.
To galvanize and rally support for Team Canada, we created the stick-tapping, heart-pumping Golden Stick Tour. To start with, we enlisted the help of like-minded Olympic and Paralympic athletes to show up on each leg of the tour, engage with fans and share their inspiring stories. With energy, excitement and participation generated, the tour blazed across the country in 18 days. From Halifax to Vancouver, we encouraged Canadians to pick up the golden stick, tap it a bunch, drum up some passion and send their best wishes to the team.
The taps, stories and well-wishes were shared on Canadian Tire’s social platforms alongside the hashtag, #WeAllPlayForCanada. Buzz generated. Rallying cries amplified. Game faces on!
