Background: Canada Drives, a leading provider of auto financing, announced a partnership with the Canadian Football League (CFL) two months prior to the 108th Grey Cup. The partnership presented a unique opportunity for Canada Drives to increase brand awareness and reach a wider audience through various marketing assets, but also a tight deadline to create and launch those assets.
Objective: The primary objective of this partnership was to increase brand awareness for Canada Drives by creating a variety of marketing assets that would be launched during the CFL playoffs and the Grey Cup game.
Implementation: As the Lead Designer and Art Director, I was responsible for creating numerous assets within a short time frame. These included a promotional video of Canada Drives delivering the Grey Cup to Tim Hortons Field in Hamilton, LED panel animation for all the stadiums during the games, an end zone A-frame sign, homepage takeover banners for the CFL website, a press release banner, a videoboard animation for fan engagement and brand exposure during the game's interval, a brand awareness video ad, and social media posts.
Results: The partnership with the CFL and the creation of these marketing assets helped Canada Drives reach a wider audience and increase brand awareness. The promotional video and LED panel animation were particularly successful in engaging fans and promoting Canada Drives during the playoffs and the Grey Cup game. The video board animation and social media posts also helped to increase brand exposure and drive engagement with the audience.
Conclusion: This case study shows how a strategic partnership with a major sports league, such as the CFL, can be used to increase brand awareness and reach a wider audience. The partnership was a success in achieving its objective, and it shows the potential of sports sponsorship as a marketing strategy.
Team:
Creative Director - Dan Cruikshank
Lead Designer & Art Direction - Sadi Santos
Photographer - Sadi Santos
Video Editor - Sadi Santos
Team:
Creative Director - Dan Cruikshank
Lead Designer & Art Direction - Sadi Santos
Photographer - Sadi Santos
Video Editor - Sadi Santos
108th Grey Cup Arrival Video Promo
Homepage Takeover Banners
Lower LED Panel
Upper LED Panel
Video Board Animation
Press Release Banner
Wrap Up Social Media Video
