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Canadian Tire Gas Plus

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Canadian Tire Gas Plus

Canadian Tire Gas Plus

Solutions

"Canadian Tire Gas Plus is an extension of the iconic Canadian Tire brand, providing fuel and convenience services across Canada. Positioned at the intersection of value and convenience, Gas Plus locations offer quality gasoline and diesel, alongside essential items through their convenience stores. Customers can benefit from exclusive loyalty rewards through Canadian Tire’s Triangle Rewards program, earning points on fuel purchases that can be redeemed across the broader Canadian Tire network. With a focus on accessibility, clean facilities, and trusted service, Canadian Tire Gas Plus is a reliable choice for Canadians on the go—whether commuting, traveling, or running daily errands. The brand integrates seamlessly into the Canadian Tire ecosystem, offering customers a one-stop solution for fuel, car maintenance products, and everyday convenience needs, while reinforcing its long-standing reputation for trust and value in the Canadian market."

Services

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Overview

Canadian Tire Gas Plus aimed to boost fuel station visits and increase car wash purchases across the Greater Toronto Area, with a sharp focus on engaging South Asian and Chinese communities through in-language targeting. The campaign’s core objective was to drive more vehicles to their stations and amplify customer participation in loyalty programs.

To bring this vision to life, Dark Square delivered a comprehensive, performance-led strategy. Starting with website development and concept ideation, the campaign extended to public relations and a tailored loyalty program designed to convert casual customers into repeat visitors. The digital roadmap included an advanced advertising mix with Programmatic Ads, DV360, social media lead generation campaigns, Google lead gen and brand ads, and YouTube in-stream video ads. These were enhanced with robust technical infrastructure, including footfall attribution from online to offline, geo-fencing, call-to-action tracking, goal completion rate measurement, customer attribution modeling, and a full-funnel tracking system. Events tracking and a dedicated landing page ensured that every interaction was captured and optimized.

The results spoke volumes. The campaign reached over 2 million people, delivering a strong interaction rate of 24% and drawing more than 750,000 page views. Visitors spent an average of 54 seconds per session, a reflection of focused and relevant content. Over 2,000 leads were generated through loyalty sign-ups, and more than 500 users actively searched for nearby Canadian Tire Gas Plus stations. Most significantly, average gas pumped increased by 21%, and retail foot attribution rose by 16%, demonstrating real-world conversion and measurable ROI.

On social media, the campaign achieved a reach of 1.5 million and an impressive engagement rate of 18%. Meanwhile, YouTube in-stream ads generated over 700,000 video views, with completion rates hitting 92.71%—a clear indication of strong audience resonance.

All of this was achieved with an average CPM that was 5.2% lower than the industry benchmark, proving that high-impact results don’t have to come at a premium. Through precise targeting, creative execution, and data-driven optimization, Dark Square effectively fueled growth for Canadian Tire Gas Plus and strengthened its footprint across the Greater Toronto Area.

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