Context
Transat wanted to share its passion for the ballon rond with fans and highlight its association with CF Montréal and this worldwide sport practiced on all flight routes served by Air Transat.
Air Transat up in the sky at the CF Montréal
The Shop / Advisory service / Brand ambassadors / Logistic & Brand activation
Since the 2024 season, Celsius operates at Stade Saputo as well as at certain external sites such as Montreal Airport, a booth that is both experiential and playful to highlight the new partnership between Air Transat and our Montreal MLS club.
Concept
Celsius collaborated to bring to life and build an infrastructure inviting fans to try to imitate a header, a typical and unique element of soccer. Three levels of difficulty/height were established to recreate jumps worthy of professional players: Ballon d’Or (height of 8 feet), Ballon Pro (height of 6.5 feet), and mini-ball (height of 4 feet).
A contest segment aimed exclusively at adults aged 18 and over was established to support the collection of important data for the newsletters of Transat and CF Montréal. Young fans were not left out, as their participation allowed them to earn a CF MTL mini-ball.
Deliverables
In addition to the logistics of setting up and operating the video wall by Celsius Shop, the Celsius IT team was involved in programming the videos displayed on the giant screen based on the success (or not) of the participant’s activation.
The results were quite interesting in terms of participation, with an average of nearly 400 entries at each event (and this was only during the pre-match period and halftime). The rotation times varied between 15 to 45 seconds depending on whether the participant was able to reach the Ballon Pro or Ballon d’Or height. Indeed, each participant who successfully performed a header at that height had to fill out a form giving them the chance to be the lucky winner of a pair of tickets to the soccer destination of their choice among the routes served by Air Transat.
