If it seemed like Tangerine – which positioned itself as the official banking partner of the Toronto Raptors and its fans – was stalking Raptors nation during the team’s historic post-season, it’s because it was. Through a clever series of messages distributed at strategic moments, the brand stayed in touch with the emotions of fans. During those nail-biting moments in the finals, Tangerine brought some deep-breathing zen to commercial breaks. When the Raptors won Game 4, it ran messages like “Canada just got a noise complaint” across the country. And fans loved it. More importantly, sponsorship awareness grew from 13% to 55%, website traffic increased up to 67% after game days and Tangerine saw a 48% increase in client applications after games.