Launch of RBZ Hockey Stick

2012 | CANADA

Launching a new hockey stick rarely makes headlines unless a major technological breakthrough transforms the user’s experience. This is precisely what CCM Hockey brought to market with its new RBZ product, featuring the innovative Speedblade technology. 

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E 14,000 registration to the Xbox contest Most successful campaign in Canada, according to XBox

THE CAMPAIGN

The objective was to highlight the launch of the RBZ hockey stick by increasing awareness in the Canadian market.

The key insight that drove media platform choice was the result of a study by Xbox which indicated that more than 50% of Xbox NHL 2012 players who play hockey-related games also play hockey in real life.

Considering the target’s enthusiasm for video games and that the launches of the CCM-RBZ hockey stick and NHL 2013 game were taking place simultaneously, the Xbox platform was a must to implement the strategy.

Executed in three phases, the strategy aimed to increase brand and product awareness in tandem with the Xbox NHL 2013 launch and the peaks of the hockey season:  during the playoffs and season start. With over 47 000 views and 31 000 downloads of the virtual CCM – RBZ hockey stick, according to Xbox, this was their most successful campaign in Canada.

Photo credit: CCM / XBox / NHL

E 14,000 registration to the Xbox contest Most successful campaign in Canada, according to XBox
E 5.5 M impressions
w BRONZE Internationalist Awards Innovative Digital Solutions 2013
w GRAND PRIZE Prix Média 2013
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