The campaign refresh would be launching during WCH, a tournament that featured teams from every hockey country around the world. So our first step was to understand what it was about hockey that united these seemingly very different countries and cultures.

What we learned was that no matter your age or where you come from, there are epic moments – and epic heroes – that inspire every kid to dream of hockey greatness.

We knew that in Canada, there are epic moments in hockey history that have inspired and united us as a nation. These moments are etched in our collective memories and recreated by kids of all ages on every hockey rink and every driveway from coast to coast. Scotiabank wanted to help kids dream big, to almost become their hockey heroes.

And this was the idea we used to bring our creative to life.

Two weeks prior to WCH, we launched a :60 video online, which depicted kids acting out the most iconic goals in hockey history. This video was broadcast at key games during the tournament, and :30 versions ran in broadcast during all games and online.

During the tournament we:

•Executed a robust social campaign on Facebook, Instragram, Snapchat and Twitter, including Facebook live broadcasts with famous NHL players

•Created real-time content in social during key Canadian games

•Built a massive Fan Village, which leveraged an innovative digital passport to capture fan activity and reward them with prizing.

•Rewarded Scotiabank customers with Fan Village priority access and surprise-and-delight moments on the ground

•Drove messaging in Scotiabank branches, on ABMs and in the arena

•Engaged in print through the Collector’s Edition WCH program and September issue of Sportsnet Magazine

Hosted high-net-worth clients for exclusive WCH experiences with legendary NHL alumni

When the tournament was over, and the Cup in the hands of Team Canada, we had:

•More than 7 million views (50% organic) of the :60 video, with :52 average viewing time and 97% view rate on YouTube

•Created 504 pieces of social content, with fans from 101 countries around the world contributing to the conversation

•Generated 400,000+ social interactions and 30,000+ mentions of Scotiabank and WCH

•Over 400,000 views of our Facebook Live events

•Over 100,000 Fan Village attendees with over 700,000 brand interactions (average of 10 per attendee) and over 68,000 digital passport check-ins

•Been named the most visible broadcast partner and achievd a 60% SOV online

•Ranked as the Most Noticed Brand during the tournament, outperforming huge WCH hockey sponsors Tim Horton’s, Canadian Tire, and Rogers