Bell Print LA LOGE by LG2 Montreal

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Industry Telecommunications Services
Media Print, Magazine & Newspaper
Market Canada
Agency LG2 Montreal
Creative Director Nicolas Dion
Art Director Christian Pocetti, Éric Bouchard
Copywriter Jean-François Perreault
Strategic Planner Rafik Belmesk
Released March 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: BELL
Agency: LG2
Vp Creative Director: Marc Fortin (Lg2)
Creative Director: Nicolas Dion (Lg2)
Creative Director Interactive: Jennifer Varvaresso (Lg2)
Creative Director Interactive/Copywriter: Marilou Aubin (Lg2)
Art Director: Éric Bouchard (Lg2)
Copywriter: Jean-François Perreault (Lg2)
Art Director: Christian Pocetti (Lg2)
Interactive Director/Strategic Planner: Alexis Robin (Lg2)
Strategic Planner: Rafik Belmesk (Lg2)
Vp Group Account: Samia Chebeir (Lg2)
Interactive Supervisor: Alexandre Normand (Lg2)
Interactive Development: (Lg2fabrique)
Media placement: Online Dasboard - Online, No Media To Promote Dashboard - 13 February 2012
Media placement: Online - Banner Placement On - 14 March 2012
Media placement: Online - Social Media Through Facebook And Twitter - 14 March 2012

Describe the objective of the promotion.
Bell, Canada’s largest telecommunications company, wanted to make its sponsorship of the Montreal Canadiens (professional hockey team) stand out in a context where every segment of every game is “brought to you by” a different sponsor.

Describe how the promotion developed from concept to implementation.
Bell teamed up with RDS, the country’s leading sports channel, to connect with hockey fans on the only other media getting any attention during games: laptops and mobile devices. They created La Loge RDS, a multi-screen social gaming platform where fans test their skills and compete with their Facebook and Twitter friends by answering trivia and real-time, prediction-based questions sent by a moderator throughout the game. Players earn points and badges, and more importantly, they climb the rankings and claim bragging rights within their competitive sports circles. The platform’s BETA version was launched exclusively through RDS’s existing social network, Le Grand Club.

Explain why the method of promotion was most relevant to the product or service.
Tapping into fans’ existing multi-screen behaviour while watching hockey, and giving them an easy and fun way of interacting with their friends and the game itself, gives Bell an exclusive new channel on which to reach its audience. The platform is a direct response to TV viewers’ need to live something they’re passionate about, with their friends, and feel more involved in the game, all while using or being constantly reminded of Bell services.

Describe the success of the promotion with both client and consumer including some quantifiable results.

More than 3,500 people signed up in the first hour after our first BETA version email push, 83% of which interacted with core site functionalities during a game. And while we're still in BETA, we've already had more than 130,000 interactions with the site (translating into more than 35 interactions per user). People have been spending an average of 22:42 minutes on the site (more than a third of a hockey game) and 69.44% have returned for subsequent games, giving us a strong and committed community of users for whom watching hockey alone doesn't have to be lonely anymore.