7/12/2023 0 Comments Tangerine bank commercial musicWe utilized online channels to drive engagement and acquisition, with enticing ‘chance to win Raptor tickets/swag’ communication. We had integrated coverage across all channels: transit, outdoor, in-arena, TV spots during the game, radio ticket giveaways, and front page newspaper positioning after game days. Partying with the fans before, during and after games and building on the emotions felt in every corner of the city Tangerine was the only brand to have coverage on the front page of the city’s biggest newspaper (the Toronto Star) the following day, the only brand to have a Snapchat filter live within 24 hours, and the first to secure the most essential inventory, including boards at Yonge & Dundas where tens of thousands of fans converged to celebrate.Īnd most notably, we were integrated everywhere. Unlike every other sponsor, the creative didn’t feature brandsell messaging, but instead used soothing music to remind fans to breathe amid the game’s stress.įollowing the final win, we had new congratulatory messaging in market within minutes. We strategically placed our ground-breaking “Meditation” spot during the most intense game time - the fourth quarter. This flexibility in messaging and tactics was central to the campaign strategy. For each game, unique creative and media tactics were pre-planned for win or lose outcome scenarios. After every game, Tangerine had new and unique pre-planned media and creative communication live within an hour, and messaging was dependent on the games’ results for optimal relevancy. Tangerine’s media was timely, agile, and exceptionally mass, ensuring we provided value to the game conversation and culture. We had multiple messages in market to ensure relevancy and high frequency, staying in lockstep with the fans. The creative, start-to-finish, was concepted, produced, and posted within 12 hours. Our campaign was all about elevating the fan experience. With content that fans actually looked forward to consuming, we developed an agile online/offline media strategy that piggybacked on the most essential moments. Our focus was not only to be visible everywhere for the fans to experience, but to more importantly, select cohesive media tactics that allowed our visibility to stick. Side-by-side with them every breathless step of the way, Tangerine became the “Official bank of the Raptors & their fans”. To do this, Tangerine approached the sponsorship title with a refreshing twist: instead of being a sponsor of the team (like all the other sponsors), we were going to be the sponsor of the fans. We needed to de-stress the most stressful cultural moment in recent memory. Every pass, shot and referee call in every game wrapped in edge-of-your-seat anticipation. Too many numbers, too many options, too many competitors. Celebrations ensued in every comer of the country.ĭuring all this, Tangerine needed to stand out amongst the dozens of other Raptors sponsors, all vying for consumer attention and trying to capitalize on the team’s success.īanking is stressful. Building momentum game after game, the country rallied behind them as they kept winning, eventually becoming the first non-American team to ever win the 2019 NBA Championship. As Canada’s only NBA team, the Toronto Raptors reputation as an underdog changed in Spring 2019 when they began their championship run.
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