FIFA World Cup CIBC Soccer Nation
Kelly Frances
Campaign details
Brand owner: CIBCLead agency: CundariCountry: CanadaIndustry: Banks, credit cards, loansChannels used: Content marketing, Earned media, buzz, Events and experiential, Internet - display, Internet - microsites, Mobile and apps, Online video, Outdoor, out-of-home, Social media, Sponsorship - event, property, Sponsorship - media
Executive summary
This case study describes how CIBC boosted its profile in the Canadian banking sector by producing football-focused real-time content around the World Cup, and in particular playing on fans' diverse international affiliations.
The challenge for CIBC was to...