Random Acts of Shineness Tour

Midfield was engaged to develop concepts which would help CARSTAR Automotive Canada raise awareness and support for it’s partner charity of choice, Cystic Fibrosis Canada (CFC). The campaign needed to broaden the brand’s grassroots approach to fundraising, push wider visibility & brand awareness and ultimately show support for it’s for national franchise partners.

The Strategy

Our approach was to create and embark on a nationwide fundraising tour which focused on visiting CARSTAR’s most socially active franchisee locations across Canada. With the support of local CARSTAR and CFC volunteers we engaged local communities seeking donations in return for Random acts of Kindness, performed by the CARSTAR brand team. The journey was then documented and shared through both traditional and social media channels in an effort to further the reach and impact of the program.

The Experience

Over a 3 month period, more than 35 fundraising events were launched. Our terrifically talented fundraising Ambassadors performed original and cover songs on the streets of Canada’s greatest cities and towns, busking their way across the Canada, raising awareness and money for CF Canada, on behalf of CARSTAR. Ambassadors also kept CARSTAR followers updated along the way via social media, sharing an Instagram travel diary of the voyage. The highlight? Ambassadors were given the opportunity to perform frequent Random Acts of Kindness along their way; buying morning coffee, washing cars, unloading a moving truck, purchasing train tickets, paying for meals and giving gift cards. All in the name of sharing a smile and brightening a day.

Hours Spent Busking
Direct Customer Engagements
Call-To-Action Cards Distributed
Program Impressions
Charity Dollars Raised
Online Engagement