2021 Winner
Media Partner of the Year
Rogers Sports & Media
Everything has changed from how we work, live and interact with one another; how we treat each other and break down the barriers of cultural privilege; and how businesses operate, interact with customers, and represent themselves in the market.
Rogers Sports and Media (RSM) prides themselves on delivering best-in-class service, trusted consultancy and creating positive inspiration in everything they do. Their six case studies are compelling in isolation, game changing together and just a sampling of the positive campaigns they brought to life. Working in collaboration with clients and agencies, RSM partnered to champion positive change in communities, connecting Canadians virtually, celebrating diversity, and driving cultural change. The cases include PC Home for the Holidays, Budweiser Stage at Home, Scotiabank Operation Support Local, Molson Hockey Night in Canada Multilingual Edition, The Mental Game,
and Secret Dream Gap Tour.
Knowing the holidays would be different for all Canadians, Loblaw wanted to inspire audiences with new ways to reconnect and reunite around this important period. A 30-minute special on Sports Network & Citytv aired Home for the Holidays: Presented by President’s Choice, developed as a recognizable representation of the holiday experience. They had promotion, influencer, and social media support across Sportsnet and Citytv multi-platform networks.
RSM leveraged access to top tier talent from sports & entertainment to create a one-of-a-kind holiday special with PC Insiders Holiday Collection front and center. A first, they created two distinct cuts of the Home for the Holidays for SN and Citytv audiences, driving engagement. They also navigated a large-scale shoot during a pandemic within a tight timeline and ad breaks were all for PC products, including RSM-produced vignettes that highlighted priority products from the PC Holiday Insiders line.
Their results included +12% likelihood to purchase PC in the next month, +13% Brand favourability, +133% “go out of my way to buy President’s Choice” and +57% considered Loblaws as the
holiday shopping destination.
Budweiser Stage at Home answered the call for live performances by creating a live music destination for audiences and a new platform for sponsors. They created a series of eight live concerts airing nationally on Citytv and via digital stream every Saturday night during summer 2020.
Bud Stage needed a platform for musicians; the campaign was production first with 8+ hours of content of live music programming and it enabled connection and brought the country together via live social media feed during the concerts.
The case saw a +121% lift in likelihood to purchase in the next month, brand favourability increased 84%, and Bud was able to maintain their equity in aligning themselves with live music with a +145% lift against “a brand I associate with live music events.”
Scotiabank Operation Support Local created a national platform to promote small businesses during the pandemic, giving Scotiabank a way to demonstrate their support of Canadian communities. Local business profiles & directory were promoted across digital, radio and broadcast, integrating Scotiabank small business clients throughout editorial touchpoints. For the first time, all their radio and broadcast stations across the country had worked together on one initiative, with a unified message:
providing clear impact for their clients.
This garnered impressive results with over 10,000 businesses having been involved and saw a +38% more likely to consider banking with Scotiabank. +53% lift in brand favourability, +55% more likely to see Scotiabank as a brand that is responsive to the changing needs of clients, and +45% more likely to see Scotiabank as a brand that supports small businesses.
The Mental Game (Movember) was changing the face of men’s mental health using the power of sport to connect with men on an emotional level in a five-part, five-week co-branded content series culminating with a 30-minute special.
They spoke with athletes and experts to break down self-care techniques the athletes use and give tips to those watching at home. The campaign reached 54% of Canadian men aged 18-34 and young Canadian men spent 30k hours with the content across all platforms. It exceeded all benchmarks for appeal and relevance with an 85% likelihood to recommend The Mental Game and 83% of respondents thought the campaign was relevant to them personally. Men who saw the campaign were twice as likely to consider donating to Movember in the future.
Secret Dream Gap Tour on Sportsnet had RSM showcasing four back-to-back matchups on their OTT service, Sportsnet NOW with three national TV broadcasts, with all-female TV personalities. All seven games were streamed on sportsnet.ca and had editorial and promotion support across
Sportsnet’s platforms and properties.
This campaign made Canadian history by broadcasting exclusive coverage of the Secret Dream Gap tour games and told the stories of these women who are pioneers of change. The campaign had a return of 86% of people expressing support for a Women’s professional hockey league in the future, Secret saw a +10% increase in purchase consideration and favourability increased 14%
for the Secret brand.
Molson Hockey Night in Canada – Multilingual Edition was an initiative that brought hockey to more Canadians in their own language. Prime East and West games were streamed on April 24th with promos and commercial spots that ran across Sportsnet’s multi-platform network.
Mindful of Diversity/inclusivity in hockey, Sportsnet streamed Hockey Night in Canada in the 7 languages that were chosen based on the most spoken languages in NHL markets in Canada. It saw over 15,000 streams and a 23.6% awareness of BIPOC Canadians. Molson purchase consideration increased +66% and +11% positive impression of the Molson brand.
Rogers Sports and Media (RSM) prides themselves on delivering best-in-class service, trusted consultancy and creating positive inspiration in everything they do. Their six case studies are compelling in isolation, game changing together and just a sampling of the positive campaigns they brought to life. Working in collaboration with clients and agencies, RSM partnered to champion positive change in communities, connecting Canadians virtually, celebrating diversity, and driving cultural change. The cases include PC Home for the Holidays, Budweiser Stage at Home, Scotiabank Operation Support Local, Molson Hockey Night in Canada Multilingual Edition, The Mental Game,
and Secret Dream Gap Tour.
Knowing the holidays would be different for all Canadians, Loblaw wanted to inspire audiences with new ways to reconnect and reunite around this important period. A 30-minute special on Sports Network & Citytv aired Home for the Holidays: Presented by President’s Choice, developed as a recognizable representation of the holiday experience. They had promotion, influencer, and social media support across Sportsnet and Citytv multi-platform networks.
RSM leveraged access to top tier talent from sports & entertainment to create a one-of-a-kind holiday special with PC Insiders Holiday Collection front and center. A first, they created two distinct cuts of the Home for the Holidays for SN and Citytv audiences, driving engagement. They also navigated a large-scale shoot during a pandemic within a tight timeline and ad breaks were all for PC products, including RSM-produced vignettes that highlighted priority products from the PC Holiday Insiders line.
Their results included +12% likelihood to purchase PC in the next month, +13% Brand favourability, +133% “go out of my way to buy President’s Choice” and +57% considered Loblaws as the
holiday shopping destination.
Budweiser Stage at Home answered the call for live performances by creating a live music destination for audiences and a new platform for sponsors. They created a series of eight live concerts airing nationally on Citytv and via digital stream every Saturday night during summer 2020.
Bud Stage needed a platform for musicians; the campaign was production first with 8+ hours of content of live music programming and it enabled connection and brought the country together via live social media feed during the concerts.
The case saw a +121% lift in likelihood to purchase in the next month, brand favourability increased 84%, and Bud was able to maintain their equity in aligning themselves with live music with a +145% lift against “a brand I associate with live music events.”
Scotiabank Operation Support Local created a national platform to promote small businesses during the pandemic, giving Scotiabank a way to demonstrate their support of Canadian communities. Local business profiles & directory were promoted across digital, radio and broadcast, integrating Scotiabank small business clients throughout editorial touchpoints. For the first time, all their radio and broadcast stations across the country had worked together on one initiative, with a unified message:
providing clear impact for their clients.
This garnered impressive results with over 10,000 businesses having been involved and saw a +38% more likely to consider banking with Scotiabank. +53% lift in brand favourability, +55% more likely to see Scotiabank as a brand that is responsive to the changing needs of clients, and +45% more likely to see Scotiabank as a brand that supports small businesses.
The Mental Game (Movember) was changing the face of men’s mental health using the power of sport to connect with men on an emotional level in a five-part, five-week co-branded content series culminating with a 30-minute special.
They spoke with athletes and experts to break down self-care techniques the athletes use and give tips to those watching at home. The campaign reached 54% of Canadian men aged 18-34 and young Canadian men spent 30k hours with the content across all platforms. It exceeded all benchmarks for appeal and relevance with an 85% likelihood to recommend The Mental Game and 83% of respondents thought the campaign was relevant to them personally. Men who saw the campaign were twice as likely to consider donating to Movember in the future.
Secret Dream Gap Tour on Sportsnet had RSM showcasing four back-to-back matchups on their OTT service, Sportsnet NOW with three national TV broadcasts, with all-female TV personalities. All seven games were streamed on sportsnet.ca and had editorial and promotion support across
Sportsnet’s platforms and properties.
This campaign made Canadian history by broadcasting exclusive coverage of the Secret Dream Gap tour games and told the stories of these women who are pioneers of change. The campaign had a return of 86% of people expressing support for a Women’s professional hockey league in the future, Secret saw a +10% increase in purchase consideration and favourability increased 14%
for the Secret brand.
Molson Hockey Night in Canada – Multilingual Edition was an initiative that brought hockey to more Canadians in their own language. Prime East and West games were streamed on April 24th with promos and commercial spots that ran across Sportsnet’s multi-platform network.
Mindful of Diversity/inclusivity in hockey, Sportsnet streamed Hockey Night in Canada in the 7 languages that were chosen based on the most spoken languages in NHL markets in Canada. It saw over 15,000 streams and a 23.6% awareness of BIPOC Canadians. Molson purchase consideration increased +66% and +11% positive impression of the Molson brand.
Credits
Jordan Banks, President, RSMAl Dark, SVP Media Revenue
Anthony Attard, VP Media Sports & NHL Sales
Janice Smith, VP National Media Sales
Brandon Kirk, VP Elevate
Matt Boyd Mgr. Digital Sales
Brian Jones Mgr. Client Services
James Johnston Sr. Mgr. Client Services
Joel Darling Dir. Production CBC
Derek Normandin Mgr. Dev.
Eddie Khang Mgr. Digital Dev.
Dan Kim Sr. Mgr. Operations
Meghann Cox Sr. Mgr. Communications
Luke Boone Account Mgr. Sports
Scott Smith Mgr. Client Services
Michael Zitney Sr Mgr. Original Content
Darren Winkler Director
Eric Locko Blair Hoffman Digital Account Mgr.
Nicole Mintsoulis Mgr. Branded Content
Emily Anderson Mgr. Data Marketing Solutions
Kristian Ayre Sr Mgr.
Laura Cook Mgr. Original Content
Michael Zitney Sr Mgr. Original Content
Kevin Vigar Mgr. Dev.
Troy Gubb Account Mgr. Sports
Lindsey Stewart Mgr. Client Services ?
Ed Hall Exec. Producer NHL
Jay Leung Sales Associate Sports
Laura Cook Mgr. Original Content
Sam Nasrawi Sr Director Original Content
Lorraine Bradshaw Dir. Sports
April Burak Elevate
Alison Williams Elevate
Todd Train Radio Sales Lead
Joan Antonio Sr. Project Mgr. Creative Services
Amanda Ramondino Branded Content Mgr.
Giulia Demasi Account Executive TV
Kristen Grozdanovski Account Executive TV
Katie Coombes Digital Account Mgr.
Marion Brigneti Elevate
Paul Howard Account Mgr.TV
Ramona Galea: Account Mgr.
Digital Carmela Wynne Sr Project Mgr.
Steven Maddalena Marketing Mgr.
Sheryl Kenzie Account Mgr. TV
Candice Kirkby Digital Sales Lead
Deidra Dionne Sr Dir. Sportsnet
Chad Galbraith Account Mgr. Sports
Krista Coughlin Mgr. Branded Content
Melissa Jenkins Copywriter
Patrick McCann Dir. Creative Content
John Woo Content Producer
Jenaya King Web Producer
Adrian Trinidad Dev. Mgr. Sportsnet
Angelica Brenton Sr Graphic Designer
Carlos Salgado Graphic Designer
Christian Blanc Editor
Christopher LeBlanc Client Service Mgr. Sports
Graham Threndyle Account Mgr. Sports