When our client and local Halifax entrepreneur, Terry Leblanc, came to us with a funny idea to “smash the tariffs,” we saw an opportunity to build something much bigger. Within 72 hours, we launched a fast-moving guerrilla campaign that captured international media attention, sparked meaningful dialogue, and delivered real results for our client.
A viral moment with explosive results
When Rage Room Halifax wanted to turn political chaos into a cheeky promotion, Boom12 transformed the idea into a guerrilla marketing campaign that lit up international headlines. What started as a small discount for frustrated Canadians turned into a global news story, earned a response from the White House, and drove real-world business growth for one of Halifax’s most unique small businesses.
“Fortunately, Canadians won’t have to worry about President Trump’s tariffs anymore when Canada becomes our 51st state.”
– Kush Desai, White House spokesperson
A clever idea sparks a global moment
Rage Room Halifax is the city’s only “smash room”—a safe, contained space where guests (known as Ragers) can let off steam by destroying unsellable items like glassware and electronics, sourced from local charities and thrift stores.
Owner Terry LeBlanc reached out to Boom12 with an idea: offer Ragers a 25% discount—mirroring Trump’s proposed tariff rate—on any extra smashables added to their session. His goal? Give people a fun, cathartic outlet in response to U.S. political turmoil and the real anxiety it was creating in Canada.
We immediately recognized the opportunity. Trump’s behaviour and tariff threats had sparked rare national unity in Canada. We helped Terry take a smart idea and turn it into a fully developed campaign with broader appeal, including charitable giving and visual assets with viral potential.
From spark to strategy
Within 72 hours of the initial idea, Boom12 delivered Smash the Tariffs, a fully-formed guerrilla campaign:
- A campaign concept with clear messaging and visual identity
- Free framed Trump portraits for every Rager, provided by Quinprint
- Optional $5 add-on portraits of JD Vance and Elon Musk—with proceeds to Feed Nova Scotia
- 25% off extra smashables during the promotional window
- P.O.S. collateral in the form of a large format poster
- A new homepage banner and booking site content
- Social media content for Facebook, Instagram, and TikTok
- Email campaign distributed to Rage Room Halifax subscribers
- Press release and pitching to local and national media
Scott Gillard led strategy and campaign build-out. Kyle Buott handled media outreach. Nick Lutsker and Anastasia Gertner delivered all visuals, including the striking black-on-yellow portrait of Trump used throughout the campaign.
From Halifax to headlines
The media response was immediate—and international.
- Canadian press: CBC, CTV, Global TV, and National Post
- U.S. coverage: Fox News (including a White House quote)
- Global reach: The Times of India, SkyNews Australia, and The Daily Mail UK
Within days, Rage Room was booking solid. Conversations about buying Canadian and supporting small business picked up online. While a handful of pro-Trump trolls attempted to tank the business with bad reviews, Google later removed most of them.
Even more impactful? The framed portraits of Musk and Vance raised donations for Feed Nova Scotia, turning protest into something positive.
What Terry had to say
“The response was a bit overwhelming—but in a good way. The bookings, the calls, the media, everything just took off. It really shows that Canadians don’t want to be the 51st state, and that when we get frustrated, we find creative ways to speak up. Boom12 took my idea and made it way bigger than I imagined.”
– Terry LeBlanc, Owner, Rage Room Halifax
Smash the Tariffs: Why it worked
The Smash the Tariffs campaign succeeded because it brought together smart strategy, quick execution, and a perfect cultural moment:
- Timely: It responded to real-world events with speed and sensitivity.
- Emotionally resonant: Canadians were ready to rally around humour and solidarity.
- Brand-aligned: It fit Rage Room’s core promise—safe, fun stress relief—perfectly.
- Earned media-driven: Boom12 knew how to position the story for pickup and pitched accordingly.
It was guerrilla marketing, supercharged by earned media. And it worked.
More than a flash in the pan
This campaign helped Rage Room Halifax connect with thousands of new potential customers, deepen their reputation locally, and prove that a small business can make a big noise—if they’re brave and move fast.
For Boom12, the Smash the Tariffs campaign was a defining example of what we do best: turning bold ideas into credible, headline-grabbing action.
While most campaigns don’t go viral worldwide, our goal is always the same—drive attention, create value, and make a meaningful difference.
What small businesses should know
Boom12 isn’t here to push ad packages or pre-fab marketing. We care about our clients, their communities, and the results we help deliver.
If you’ve got a big idea—or even just a clever one-liner—we’ll help you turn it into something powerful. And if you don’t? We’ll help you find one.