SaskTel – “How Green Are You?” Campaign

Background

With TELUS being the national sponsor of the CFL, SaskTel was blocked from use of the 101st Grey Cup brand as well as all parts of the game and the festival week leading up to the ‘Big Game’. Seeing as the Grey Cup was right in SaskTel’s backyard and the Riders were a contender, no one wanted to roll over to TELUS; it was time to get creative and utilize the home field advantage!

Objectives

• Connect SaskTel, the Riders, and Rider Nation in a celebration of Rider Pride throughout the season and leading up to the 101st Grey Cup in Regina.
• Maintain strong SaskTel brand presence and top of mind awareness as Riders Communications sponsor before, during and after the campaign.
• Support customer acquisition goals by integrating and showcasing SaskTel’s Rider content, TSN Rider Replays, Rider Zone, Rider App, etc. during the campaign.

Strategies & Tactics

Leverage a strategic mix of mass media, digital, social, user generated content, street team, guerilla tactics, and sponsorship events. Leverage SaskTel workforce in communities across Saskatchewan.

Leadership

Spearheaded campaign creation and served as Director Sponsor for campaign execution. Led and coordinated multiple agencies and internal departments.

Results

• 72,000+ visits to campaign microsite (53,000+ unique visitors)
• Over 31% promo click through rate
• 2,000+ photo entries
• National media coverage
• Roughriders Grey Cup victory!