Canadian Tire Gas+ has offers running throughout the year to attract more and more visitors. Being a very well-established brand in Canada, they wanted to connect to ethnic consumers which primarily included South Asian and Chinese to increase brand awareness. Therefore, with the increase in immigrant population, this became a bigger challenge to reach out to these audiences and establish their trademark.
South Asians and Chinese settled in Canada have strong ties with their families. The word happiness, as explained by `World Happiness Report `, is not only an expression used to express emotion but also as an evaluation model to describe life satisfaction. Thus, ‘Happiness became the key word’ for our campaign.
The one-line idea: “Multiplying happiness” was used as the tagline which expressed their irresistible offers and deals provided vividly to all their customers. Thus, resulted in the campaign bringing happiness to their target audience which leads to an increase in brand satisfaction.