Canadian Tire 19 Awards

Show Me the Money

Show Me the Money
Provided Services
The Objective

To celebrate Canadian Tire's 100th anniversary, we aimed to bridge the gap with younger millennial families. By leveraging TikTok and hiding exclusive $100 CT Bills at iconic locations, we sought to increase engagement and loyalty among Millennials and GenZ, ultimately strengthening our connection with this key demographic.

The campaign’s standout achievement was integrating TikTok's broad reach with localized, live experiences. This innovative approach effectively engaged Millennials and GenZ, enhancing Canadian Tire’s presence in local communities and fostering deeper connections through a highly interactive treasure hunt.

Address the gap in Canadian Tire’s loyalty program among millennials. By using TikTok and interactive experiences, the goal was to boost engagement and membership among younger demographics, shifting perceptions and strengthening brand affinity with this crucial growth segment.

Targeting our audience where it counts

Lift in loyalty membership for customers under 30
+ 28%
Ad Recall
+ 29%
Increase of Tik Tok followers for Canadian Tire account
+ 6000%
Earned media impressions
Over 5M

A Treasure Hunt to Target Millenials and GenZ

For Gen Z and Millennials, TikTok is their go-to for answers and trends. Noticing a lack of localized content, we devised a unique event: a national treasure hunt for exclusive CT $100 bills hidden in 19 cities at historic Canadian Tire landmarks. By blending a physical treasure hunt with TikTok clues and influencer promotion, we created an engaging campaign that connected with millennials through localized, experiential marketing.

Canadian Tire's National Treasure Hunt

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Show Me the Money
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Leveraging Nostalgia

The brand stayed true to the Nostalgia they were promoting all year for their 100th birthday and pulled out their most Nostalgic piece of memorabilia from the vaults, hiding 100 CT $100 bills across major Canadian cities near landmarks that represented a piece of Canadian Tire history such as the location of their very first store (Toronto), Canadian Tire Centre (Ottawa), Jumpstart Playgrounds (Whitehorse) and Olympic Village (Vancouver) to name a few.

Let the Hunting Beging

Teaser posts were released on Canadian Tire’s Tik Tok page revealing our plans to give back to communities by hiding $100 bills and encouraging consumers to return for more details.

Influencers were key to our strategy and delivered clues daily as to where the bills were hidden. Street teams were also available on site, ultimately ensuring that all hidden bills were found & giving Canadians the chance to relive their childhood memories and visit a CT store near them!

All Anyone Could Think About

We were able to maintain our longstanding support and presence in Canadian homes across local communities. By leveraging Tik Tok and creating a localized approach, we united communities across the country and allowed them to join in on our celebration as Canada’s store and once again demonstrated that we have been here for Canadians of all age brackets over the past 100 years and will continue to do so for years to come.

A Recognized Campaign

Drum Awards
2023
Social Media
Internationalist
2023
Viral Campaign
Festival of Media Global
2023
Event or Experiential Campaign

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