Canadian Tire targets students with savvy insert & mailer

With saucy creative from Taxi, and MBS handling the media, Canadian Tire has come up with a brilliant 12-page catalogue of back-to-school gear called the 'Student Stuff Guide.' Some 900,000 copies are being inserted in student-relevant publications across the country including Now and Exclaim! - which will distribute 40,000 copies in frosh orientation bags on many Canadian campuses. An equal number of catalogues were mailed to 900,000 Canadian households earlier this month.

Mimicking Canadian Tire's peppy TV spots, with pop-up signs saying things like 'Aisle 9 - Backpacks,' the catalogue contains $115 in discount coupons for CT merchandise. It's chockfull of items such as printers billed as 'more powerful than the registrar's office,' ring binders for 'colour-coding your subjects from painful to torturous' and frying pans with the parent-riling notation 'Two words: breakfast date.' The Student Stuff Guide will likely be one of the few free items for students this fall. According to a new study by the Retail Council of Canada, a whopping $337 per kid is going to be plunked down in preparation for the coming school year.
By Staff 
August 17, 2006

With saucy creative from Taxi, and MBS handling the media, Canadian Tire has come up with a brilliant 12-page catalogue of back-to-school gear called the ‘Student Stuff Guide.’ Some 900,000 copies are being inserted in student-relevant publications across the country including Now and Exclaim! – which will distribute 40,000 copies in frosh orientation bags on many Canadian campuses. An equal number of catalogues were mailed to 900,000 Canadian households earlier this month.

Mimicking CT’s peppy TV spots, with pop-up signs saying things like ‘Aisle 9 – Backpacks,’ the catalogue contains $115 in discount coupons for CT merchandise. It’s chockfull of items such as printers billed as ‘more powerful than the registrar’s office,’ ring binders for ‘colour-coding your subjects from painful to torturous’ and frying pans with the parent-riling notation ‘Two words: breakfast date.’ The ‘Student Stuff Guide’ will likely be one of the few free items for students this fall. According to a new study by the Retail Council of Canada, a whopping $337 per kid is going to be plunked down in preparation for the coming school year.