For five years, Cruisin’ To Win had successfully differentiated its annual summer contest by humourously promoting the small prizes – like chips and chocolate bars – instead of the big ones. But this year, the client mandate was to create a new theme that further differentiated the contest and the brand. Rather than focus on what you can win – big or small – in a complete twist, this year’s Cruisin’ To Win Contest focused on what you can’t win. Along with single-minded outdoor and transit advertising, humourous radio ads featuring long-time spokesperson Kathy Greenwood drove the message home.

In it’s sixth year, Irving’s Cruisin’ To Win Contest racked up an 8% increase in gas sales across Atlantic Canada and New England. Ad tracking clearly demonstrated that the advertising resonated with consumers, with very high levels of awareness well above industry norms – 90% in Atlantic Canada and 78% in New England. For every dollar spent on the promotion, Irving made a return of three. Irving also saw a flow of new customers in key opportunity/non-user segments, and generated a lift in brand liking and personality. Anecdotally, the contest was a favourite among Irving customers and employees.