Canadian Branded Entertainment sector is in more of a developing stage vs. its faster growing US neighbor due to:

1.Relative population size

2.Subsequent smaller annual marketing spends of brands,

3.The regulatory environment for broadcasting in Canada, not unlike other countries who employ quota systems (Australia, Mexico, South Africa), the Broadcasting Act of Canada requires TV broadcasters to air a certain percentage of programming that is at least partly written, produced, presented or otherwise contributed to by persons in Canada.

Government regulations for Canada’s public broadcaster (CBC Network- the broadcaster which carried our Jonathan Toew’s documentary) state that a daily Canadian content quota of 60% must be achieved between 6am-midnight.

Historically much of these requirements have been fulfilled by low cost news, current affairs and talk programs in off-peak hours.

Canadians were physically drawn to the content via station promos on CBC network and web channels. It was also pre-promoted on Canadian Tire’s website and social channels.

Canadians were emotionally drawn to the documentary given the subject matter. In a country where hockey is a religion (not unlike soccer to Europeans),strategically featuring Jonathan Toews one of Canada’s premier hockey players, and airing the documentary during the Olympics where nationalism and the quest for Olympic Hockey gold is an obsession, we had an audience predisposed to our easily relatable content. It mirrored the lives of communities across the country.

GREAT TRACKING RESULTS

Miraculously, after only 6 months of being an Olympic sponsor Canadian Tire achieved Tier 1 sponsorship status, just behind long standing global sponsors McDonalds , Coke and Visa.

Overall, the Team Photo Project, of which the documentary was a big part of, had an extremely positive effect on Canadian Tire’s Image, resulting in a dramatically improved image scores across the board:

> Understands life in Canada- + 23%

> Helps me & my family so we can play more +51%

> Cares about the local communities- +35%

>A brand that cares about the well being of Canadians +33%

Source: Charlton Syndicated Olympic Research, March 2014

OTHER FACTS:

>This was the first time a TV ad inspired a documentary on our public broadcaster.

>Over 1.5 million Canadians tuned into the documentary during it's Olympic premier

>Social response was extremely positive "What an amazing story...every time I see the commercial, I see it in a different way.

Way to go CT!"