Canadian Tire promotes new banking services
Canadian Tire Financial Services has begun a pilot marketing campaign in Kitchener-Waterloo, ON and Calgary for a new line of retail banking products. The campaign promotes the company’s savings accounts, mortgages and guaranteed investment certificates. These products will be offered by a subsidiary called the Canadian Tire Bank. Canadian Tire Financial Services is itself a subsidiary of the Canadian Tire Corporation. The campaign, developed by GJP Advertising of Toronto, consists of 30- and 60-second television commercials, outdoor billboards, online advertising, in-store materials, direct mail and a website located at <http://www.myctfs.com>. “Canadians are known for their niceness,” said Alan Gee, the agency’s chief creative officer. “The Canadian Tire brand is also considered friendly and when consumers buy its products they’re being nice to their homes, cars and kids among many other things. We leveraged these insights on niceness to develop a campaign with the message, ‘Be Nice to Your Money.’” The two 30-second commercials, called “Nice Life” and “Nice Place,” depict people being nice to various things and other people during the course of everyday life. The ads conclude with a voiceover that says, “If you’re nice to all of them, why aren’t you nice to your money?” The other advertising components use similar imagery. Media planning and buying for the campaign were handled by MBS Media.