MOLSON CANADIAN HOCKEY WAKE UP CALL by MEC Montreal for Molson

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MOLSON CANADIAN HOCKEY WAKE UP CALL

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Canada
Agency MEC Montreal
Creative Director Chris Staples, Ian Grais Pinco, Aaron Starkman, Dre Labre
Art Director Joel Holtby
Designer Alex Fleming
Producer Sarah Lasch
Account Supervisor Scott Cosgrove
Released May 2013

Credits & Description

Advertiser: MOLSON COORS CANADA
Agency: MEC
Category: Best Use of Branded Content & Sponsorship
Director/Brand Partnerships: Alan Raphael (TSN)
Creative Director: Aaron Starkman (Rethink)
Designer: Alex Fleming (Rethink)
Vice President Marketing/Domestic Portfolio: Jennifer Davidson (Molson Coors Canada)
Art Director: Joel Holtby (Rethink)
Creative Director: Chris Staples (Rethink)
Creative Director: Dré Labre (Rethink)
Communications Strategy Director: Marty Vapsva (MEC)
Creative Director: Ian Grais (Rethink)
Digital Account Supervisor: Natalie Melanson (MEC)
Account Supervisor: Scott Cosgrove (MEC)
Head of Media: Deborah Komlodi (Molson Coors Canada)
Account Manager: Katie Trainor (Rethink)
Writer: Mike Dubrick (Rethink)
Senior Marketing Manager: Reid Black (Molson Coors Canada)
Developer: Scorpio Lam (Rethink)
Account Manager: Scott Lyons (Rethink)
Senior Director Marketing: Dave Bigioni (Molson Coors Canada)
Marketing Manager: Jamie Ro (Molson Coors Canada)
Producer: Sarah Lasch (Rethink)

Strategy
As the official beer of the National Hockey League, Molson Canadian was particularly impacted by the 2012 NHL player lockout, which led to the cancellation of much of the hockey season. The Brand saw an opportunity to sponsor and leverage the 2013 World Junior Hockey tournament to help maintain its close connection with Canada’s favourite sport. A core Brand target, the Hockey Enthusiast, generates 24% of Canadian beer industry volume. The World Junior tournament was expected to draw record level interest amongst game-starved hockey, and beer, fans. The challenge was that the 2013 tournament was being held in Russia, which meant 4am EST start times for the live broadcast into Canada. Hockey fans needed help to make sure they didn’t miss a moment of all the tournament action. Partnering with Canada’s leading sports broadcaster, TSN, Molson Canadian would offer fans early morning wake-up calls.

Execution
A series of pre-recorded wake up calls were created featuring TSN SportsCentre broadcast celebrities/cult-heroes, Jay and Dan. A strong TV, digital and mobile campaign encouraged fans to register online to receive the calls prior to each of Team Canada’s early morning games. Within the broadcast game coverage on TSN, four Molson Canadian branded TV ads were aired, each with special guest voice over by Gord Miller, the voice of the World Jr broadcasts for the past 12 years. Not only did the wake up calls deepen the connection between the Molson Canadian and the tournament, but they also got viewers out of bed to see the brand’s ads embedded within the broadcast.

Effectiveness
In total, more than 18 million Canada’s tuned into the live action during the tournament and Molson Canadian’s messaging (approx. 2.5 times the audience for the Super Bowl in Canada). In all, 42,403 wake-up calls were made (40% above estimated). For the brand, it was a clever way to connect with the Core Hockey Enthusiast at an opportune time, and reinforce the distinctly fresh brand character of Molson Canadian.