Almost every kid who plays hockey in Quebec dreams of playing for the Montreal Canadiens. To tap into this, Scotiabank and PHD leveraged the Scotia Skater program and the brand’s NHL sponsorship, creating a contest that gave youth the opportunity to lead their hockey heroes onto the ice, carrying the team’s flag and skating in front of the players line before games. On TV, the brand partnered with TVA Sports to create one-minute segments, introducing a Scotia Skater with a live interview. While he skated with the flag, a lower third was displayed in-show, inviting viewers to enter the contest for their chance to skate. On radio, the team worked with a station to create a “promo squad” that would talk about the program in different arenas. The execution led to 8.7 million media impressions and registrations for the Scotia Skater program increased by 88%.