Description:

To achieve specific business objectives related to Bell's Olympic partnership around the 2008 Beijing Games, Members of Score Marketing Inc. (via Fusion/Cossette) were tasked to develop a comprehensive activation plan which would roll out in British Columbia, Alberta, Ontario and Quebec in two phases - Pre-Games and Games-time.

The pre-Games activation plan encompassed several elements including an interactive 20x20 ft kiosk (the Bell O-Zone) that highlighted each Bell Business Unit (BBU) and associated product offers, technology, Olympic content as well as activities such as athlete autograph signings.  Pre-Games rights were leveraged at three prominent Bell sponsored events across Canada including: Calgary Stampede, Calgary, AB; Quebec 400^th Anniversary, Quebec City, QC; RBC Canadian Open, Oakville, ON.

The Games-Time activation plan brought the Bell O-Zone to select malls in British Columbia, Ontario and Quebec.  To drive traffic to the kiosk, street teams roamed in key locations close to the kiosk handing out 'drive-to-zone' cards and capturing video messages to send to the Canadian Olympic Team in Beijing.    A retail program was implemented in stores across the country to drive traffic, and ultimately sales and was accompanied by the Bell Big Air Allstars -  a freestyle ramp, trampoline and aerials show.  To support the whole activation an Olympic portal and eDM were developed along with a Media Relations plan

 

Results:

• Bell ranked #4 in unaided awareness (including TOP sponsors
• Recognized as #1 VANOC domestic sponsor
• 495,000 consumers interacted with promotional representatives
• 20 million media impressions
• Approximately 20,000 Olympic handsets were sold

 

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