2019 Winner

Tangerine

Activating Raptors

PHD Canada

GoldNiche Marketing - Best in Sponsorships

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.

Credits
PHD Ellen Pereira, Group Account Director, Client Service Melanie Silva, Account Manager, Client Service Jeremy Johnston, Account Director, Trading & Analytics Lisa Domanski, Account Manager, Search & Social Rob Sakamoto, Account Supervisor, Trading & Analytics
Tangerine Bryan Feheley, Manager, Brand Media and Innovation Kimone Nichols, Manager, Creative Services Brittany Wilson, Manager, Creative Services Celine Schierholz, Program Manager, Activations and Partnerships Justin Lipton, Senior Manager Basketball Partnerships
John Street Paul Little, Executive Creative Director Robbie Percy, Copywriter Caroline Friesen, Art Director Trevor Thomas, Group Strategy Director Cheryl Carty, Team Lead Angelica Bennett, Account Director