Table of Contents 6 2012 OVATION Awards Winning Entries

o Creation of hands‐on, visual media events on arena ice in Toronto, Calgary and Vancouver that would
allow participants to feel and see the safety importance of winter tires, plus demonstrate the benefits of
new wiper blades, battery checks and replacements, and emergency roadside safety kits. Supported by
data gleaned from survey about Canadian winter driving misconceptions, as well as key statistics from
Canadian Tire’s Roadside Assistance, showing increases in emergency responses during severe cold
weather incidents.
Phase 3 – Late winter (December)
o Community program designed to spotlight local ‘heroes’ who regularly braved harsh winter weather
driving conditions to continue volunteering or donating their time to others; Canadian Tire and local
dealers surprised them with a full winter vehicle ‘makeover’.
o Proactive winter weather ‘expert‐on‐call’ pitch to major Canadian cities – monitoring inclement
weather alerts and providing a local Canadian Tire expert to advise on how to prepare your vehicle for
safe winter weather driving, all supported by survey statistics and Canadian Tire Roadside Assistance
data.
Messages Key Message
Many Canadians will wait until the first snowfall to
start thinking about winter vehicle preparation…
which is too late.
According to Canadian Tire Roadside Assistance
data, emergency calls skyrocket 529% during days
of extreme winter weather (those of minus 10
degrees Celsius or below). Drivers should begin
preparing their vehicle when the temperature hits
a consistent 7 degree Celsius or below.
While winter tires are the most important thing
Canadian drivers can do to prepare their vehicle
for winter driving, a few simple additional steps
including a quick battery test and a suitable set of
wipers can make all the difference in tough driving
conditions.
Until the end of 2011, Canadian Tire is offering
drivers free battery checks at all stores.
Supporting Points
At 7 degrees Celsius, all‐season tires begin to
harden and lose their grip while winter tires
are designed to stay soft as the temperature
drops
Based on a recent Canadian Tire winter driving
survey, less than 20% of respondents were
aware that winter tires should be installed
when the temperature is consistently below 7
degrees
Winter tire compounds retains elasticity which
gives you better control and traction; modern
winter tire rubber compounds keep their
elasticity even at temperatures of minus 30˚C
and lower (Rubber Association of Canada)
From winter rated tires, to battery checks and
replacement services, to full roadside safety
kits available (complete with 1 year
membership in Canadian Tire’s Roadside
Assistance program)
Visibility is crucial to safe winter driving – 90%
of driving decisions are made with your vision.
Wiper blades deteriorate over time from use
and environmental factors. Worn out wiper
blades reduce visibility and can lead to slower
reaction times
The average life of a car battery is just under
five years. If your battery is older than three
years then it should be tested annually