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Ice Truck - Tomorrow Awards
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Ice Truck
To demonstrate the battery's reliability, and to prove it could handle Canada's coldest winters, we opted against testing it inside an ordinary truck, and built one out of 11,000 pounds of ice instead.
As one of Canada’s oldest and largest mass retailers, nobody understands life in Canada better than Canadian Tire. That’s why in 2013 we launched our Tested For Life In Canada platform, designed to test our products in unexpected ways under extreme conditions, proving Canadian Tire has what Canadians need for every season we face.

Our objective for winter was to prove that the MotoMaster Eliminator AGM battery could withstand the harshest winter conditions and start no matter how cold it is. We started with a custom-built dry-ice machine that froze it to -40. Then we tested it in a truck. But not just any truck. Canadians describe their vehicles as “cold as ice,” so we needed to build a fully functioning truck out of 11,000 pounds of ice.

A drivable truck made of ice and a dry-ice machine that froze stuff to -40 – these outlandish items quickly led to our biggest challenge – believability. To make sure people didn't dismiss this as movie magic, we took our truck on a mile drive through town, filmed it, and put it online along with a behind-the-scenes making of documentary.

Finally, to launch the program to the masses, we filmed the truck melting after the drive and used it to tease the entire program. Then to make sure our sports-loving automotive guy saw it, we released a 60-second TV spot that aired on January 1, 2014, during the closest thing we Canadians have to the Super Bowl, the 2014 NHL Winter Classic.

The media and consumers took notice in a big way. Apart from the widespread coverage it received (CTV, CBC, New York Times, Fox News, CNN, UK’s Daily Mail, plus some of the top news outlets in Germany and Australia) it met our objectives; we sold a record number of MotoMaster Eliminator AGM batteries and reinforced Canadian Tire as the place to go for products tested for life in Canada.
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