Description:

To demonstrate Bell's simplicity platform, and leverage their Olympic sponsorship assets related to the 2004 Athens Olympic Games, Members of Score Marketing Inc. (via Fusion/Cossette) created a convergent leveraging campaign including print, outdoor, and online components.  

We worked with Bell to create a multitude of programs including the Bell.ca/athlete web page that supported their sponsored athletes and related programs.  To help communicate the story, two Public Relations angles were developed: the corporate story and the athlete testimonial.  Along with television features on CBC and SRC, Fusion also developed a trip to Athens contest that was supported by in-store POP, and a grassroots tour that incorporated athlete autograph signings, consumer photo and video opportunities. 

Results

• Bell ranked 1st place with 84% for total sponsor awareness (in front McDonalds and PLC)
• Online campaign achieved 984,000 clicks
• 97 million media and 39.4 million sponsorship impressions were delivered
• www.bell.ca/athlete was the second most popular site in Canada within the sports category in August 2004
• 40,214 contest entries