Soccer Destinations

Context

To promote its partnership with CF Montréal, Air Transat wanted to launch an activation that would generate leads, highlight its top soccer destinations, and make a splash at the club’s 2025 home opener. 

Concept

To meet the challenge, Celsius created an augmented reality game inviting fans to push their limits by virtually collecting flags from Air Transat destinations known for their love of soccer. A second element—La Course à l’embarquement—was also developed to energize the halftime show at CF Montréal’s April 12 season opener at Stade Saputo. 

Deliverables

Implementation of a contest covering the entire 2025 CF season, offering various ways to participate.

In total, this means:

• Nearly 2,000 contest entries during the 2025 season;

• 60% qualified leads for Air Transat’s newsletter;

• An augmented reality challenge completed in-stadium by more than 500 fans during the matches on April 12 and May 17, 24, and 31 (pre-game and half time)

Regardless of the method of participation, fans had the chance to win the grand prize: a round-trip for two to one of Air Transat’s soccer destinations of their choice.