MotoMaster is leaning on the credibility of racer James Hinchliffe as Canadians prep for winter driving conditions.
The Canadian Tire-owned tire brand is launching its fall integrated marketing campaign in support of the new Winter Edge II tire and to showcase its dependability and 1,000-plus product assortment. The hero spot features a woman in the passenger seat: as the car takes a turn in the snow, she imagines her husband morphing into the IndyCar race car star and flirting with him.
“We launched the new MotoMaster masterbrand platform in fall of ’22 to deliver a more refined brand identity and increase quality perceptions,” says Jonathan Anderson, associate VP of strategic marketing at Canadian Tire.
Anderson tells strategy the current campaign shifts messaging from the disappointing outcome when you don’t have quality parts to the confidence and dependability you get when you do. The move is informed by Canadians’ expectations that they will have to increasingly rely on auto maintenance and repairs to stretch the life of their vehicles, he says.
The campaign targets vehicle owners who have a practical and functional view of their family car, Anderson explains, and leans into the fact that a car is an important part of family adventures that people rely on.
Anderson says the company’s broadcast partnership with TSN and Quebecor includes various tactics like squeezebacks (ad formats that reduce the size of a live game) and billboards that help the brand extend the campaign with some contextual messaging – “When your home team is riding on you, ride with MotoMaster” – during sports games.
“We have also further utilized our partnership with James Hinchcliffe and created fun videos for our social channels that further highlight our brand and campaign messaging,” Anderson says.
The campaign includes TV/OLV sports (30 seconds and 15 seconds), broadcast partnerships (TSN/Bell, Quebecor), paid digital and social, paid search (SEM), gas and POP, owned support (email, digital flyer, organic social, website banners) and an earned media performance test drive event.
The fall campaign was developed in partnership with Canadian Tire Digital Media, Canadian Tire Brand Communications (earned media), Leo Burnett (creative) and Touché Media (media).
