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Integrated Strategy and Comms Planning for the Pan American Games 2015

Project Overview: Developing a comms strategy for the 3rd largest sporting event in the world ​
Our Challenge: We needed to change the conversation in Ontario from apathy to anticipation for the largest event in Canada's sporting history. 
Strategy: - Dimensionalise the size and scale of the Pan Am games.  - Take our audience on an emotional journey to drive awareness and conversation about the games​ ​- Make them want to come to Ontario
- Awareness for Pan Am/Parapan Am Games advertising: from 19% (pre) to 42% (post campaign) ​ ​ - Proven recall: 53% (vs. objective of 40%) ​ ​​ - Purchase intent: 32% (vs. objective of 25%) ​ ​ - Positive impression of the games: 63% (vs. objective of 50%) ​ ​ - YouTube: 3.6M views for Invade​ ​ - It’s important to note that the video went viral almost immediately without any paid advertising, generating over 185K organic views (vs. a typical 4K views achieved by previous videos). ​ ​ - YouTube completion rates was at 21% (vs. benchmarks of 13%)​ - Pre-roll video completion rates was at 24% (compared to benchmarks of 15%). ​ ​ - Visits to 100,000 to the Pan Am page (vs. objective ​ of 75,000 visits). ​ ​ - Instagram Ads indexed at 112 for recall. ​


Mona Chammas

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  • Strategy Director

Project Tags

  • integrated campaign
  • Social Media Strategy
  • Digital Strategy

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