To increase awareness of the .ca domain and drive traffic and sales.
The .ca domain is not mandatory. In fact, most businesses prefer to use .com because it's an obvious top level domain. But the .ca is a mark of pride; it's like a Canadian flag on a backpacker’s bag. Even if we don't need to, we should still show it.
A play on words. Get your dot see eh! A Canadian twist with a direct call to action. Add in a catchy jingle and this might just work.