Who: CIBC, with Courage for strategy and creative.
What: "190 Goals For Goals," a campaign commemorating the final international game in the career of Canadian soccer star (and CIBC ambassador) Christine Sinclair, and thanking her for her immense contributions to the sport.
When & Where: CIBC began teasing the campaign on its Instagram account last week, but the main marketing push place took place during Sinclair's final game at B.C. Place Stadium on Tuesday. A 60-second spot aired in-stadium and on TSN's match broadcast, and is currently running on the bank's owned and operated channels.
What: "190 Goals For Goals," a campaign commemorating the final international game in the career of Canadian soccer star (and CIBC ambassador) Christine Sinclair, and thanking her for her immense contributions to the sport.
When & Where: CIBC began teasing the campaign on its Instagram account last week, but the main marketing push place took place during Sinclair's final game at B.C. Place Stadium on Tuesday. A 60-second spot aired in-stadium and on TSN's match broadcast, and is currently running on the bank's owned and operated channels.
Why: Sinclair is a true soccer icon, with her 190 goals scored the most by any international star, man or woman. Sinclair, who signed on as a CIBC ambassador in July, announced her retirement from international competition in an emotional Instagram post in October.
She is also the embodiment of CIBC's brand proposition of "ambitions made real," reaching the pinnacle of the sport, with multiple accolades to her name. So, a high-profile send-off seemed fitting.
CIBC has made growing the sport of soccer in Canada one of its key objectives, and has also inked deals with both Canada Soccer and the Canadian Premier League. As part of its partnership with Sinclair, it is donating $190,000 to the Christine Sinclair Foundation, which supports girls and women pursuing their goals.
How: During her final game on Tuesday (Dec. 5), 190 girls wearing CIBC-branded shirts welcomed Sinclair onto the pitch at B.C. Place Stadium. The full 60-second video combining clips played on the in-stadium scoreboard an on the TSN broadcast.
The spot blends clips from Sinclair's career with young girls stating their future goals—from getting a full scholarship to law school, to becoming a successful businesswoman, to playing professional soccer. It ends by pulling back to show young girls stating their future ambition, accompanied by the super, "Christine, you'll never retire...from inspiring us all," and the CIBC logo.
The match was also stopped at the 12-minute mark (coinciding with Sinclair's jersey number) as CIBC broadcast a thank you message across the stadium's displays.
And we quote: "For a big brand like CIBC, which works every day to emphasize the importance of ambition, we knew we had to craft a ‘thank you’ that was fitting. Our biggest goals here were to honour the special relationship between Christine and CIBC, and for a legend to leave the field knowing just how much her ambition has impacted Canadians and sports fans around the world." — Dhaval Bhatt, co-founder and CCO, Courage
[videopress 9ykGZYmP]
