Our dissemination strategy gathered experts of display, social, search & PR, creating a consumer-centric content strategy. Partnering with YouTube, Facebook and local websites, we increased our purchased impressions during the coldest days, making this a weather-sensitive campaign.

We revealed the Ice-Truck weeks prior to the iconic NHL Winter Classic, an outside National Hockey League broadcasted game, with footage teasing Canadians online. The unbelievable images amplified engagement with our campaign. We documented the construction, testing and, the World Record attempt, credited by Ripley’s Believe It or Not! The Winter Classic received audience records, and as the only professional game played on an outside rink, it was the perfect pedestal to launch the Ice-Truck in mass media.

A noteworthy feature of this campaign is that: rather than bringing the “creative idea” to life with media, it’s the media idea “the Ice-Truck” that became the star in the advertising campaign TV ad.

Global media first.

Sales of $12.2 million, 70% increase vs. last year.

World Record bid – Driving 1.6km, acknowledged by Ripley’s Believe It Or Not.

3.5m + YouTube views.

1m + Facebook likes.

40m free Canadian impressions. 80% linking the brand with serious innovation. Key message pull through that the truck was built to showcase the battery performance in winter; more than 75% of the coverage clearly notes it as the reason for the project.

80m overall free impressions, receiving coverage globally from CNN and as far as Iran.

Canada’s Marketer of the year and Canada’s best loved brand.

Clicks-galore and still counting!