INSPIRING FANS NOT FANATICS

Minor hockey is continually challenged by perceptions of aggressive, overly-involved spectators (ok, we’ll say it – parents and family members) who lose sight of the many benefits that come with participating in hockey. Recognizing that the media is quick to share the stories of negative behaviour, Hockey Calgary turned to long-time agency partner LPi Group to craft a different narrative – focusing on all the good that the game provides.

‘Hockey Inspires’ was the core message in a campaign that invited voices from every aspect of the game, from the youngest players to coaches, officials, volunteers and members of Calgary’s media, who still draw on life-lessons learned on the ice. Each voice captured a distinct outcome that hockey gave them, from leadership and confidence to passion and respect, for everyone who takes to the ice, Hockey Inspires something positive.

  • Client

    Hockey Calgary

  • Deliverables

    Strategy
    Design
    Copywriting
    Photography
    Video
    Web Development
    Social Engagement
    Production Services

DELIVERABLES

VIDEO VIGNETTES

Members of Calgary’s hockey community were invited to share their stories in a series of interviews. Impactful stories were then strategically selected to represent the wide range of people who bring the game to life. Produced in a series of compelling video vignettes, the power and authenticity of each individual’s story came shone through beautifully.

DIGITAL/SOCIAL ELEMENTS

A series of shorter video vignette teasers were created and shared throughout both organic and paid social channels, and in paid media campaign, drawing viewers to the campaign microsite to learn more.

CAMPAIGN MICROSITE

A custom-branded microsite featuring one master video compilation touched on all the different stories from within the community, and expanded versions for each individual story each fully represented the differing audiences. The microsite also included a call to action inviting newly inspired families to sign up for more information on how to join the organization.

IN-RINK POSTERS AND DISPLAYS

Leveraging several production efficiencies, still photography was captured alongside the video production, providing additional assets to tell the stories on posters and banners strategically located throughout the arenas in Calgary.

EMAIL MARKETING

Custom email lists were created to segment those already playing in hockey, and those interested in joining hockey. Strategic email deployments could then focused on either recruiting new players with key registration information fed directly to their inbox when registrations opened in the coming year, or to continue the positive reinforcement to those already in the hockey community.

HOME PAGE TAKEOVER

With over 1 million views every season, the Hockey Calgary website offered the perfect canvas and audience, allowing us to disrupt returning visitors with the campaign creative.

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