Canadian Tire Ice Truck

Canadian Tire needed to ensure that it would be the first choice for consumers needing a new battery and tie in a hero product, the MotoMaster Eliminator Ultra battery. In a bold but challenging move, Canadian Tire created the world’s first drivable truck, made completely out of ice, which ran on the MotoMaster Eliminator battery. A three- part communications strategy was created featuring a media exclusive with a national automotive outlet, regional media pitching and seeding of a behind the scenes video documentary. The Ice Truck was shortlisted for a Cannes PR Lion and became one of Canadian Tire’s most successful campaigns, generating more than 80 million media impressions and MotoMaster Eliminator automotive battery sales up 70% over the previous year.