Launched to leverage Game Six of the NBA Finals, Toronto Raptors partner Tim Hortons activated through the story of super fan Nav Bhatia: who has sat in the same courtside seat – A12 – for 24 years.
Canada’s largest fast food restaurant chainhas sponsored the only NBA team in Canada – The Toronto Raptors – for the last two decades and now they are in the NBA Finals they are doubling down on activating around the value based themes of passion, inclusivity and the Canadian spirit.
The coffee and donut retailer rolled out an initiative based around the idea that its own dedication to the team is only outshone by Raptors super fan Nav Bhatia, who has had his courtside seat – A12 – for 24 years.
Led by a spearhead spot, called ‘Courtside Seat A12’, Bhatia guides viewers through his journey from 24 years ago to where he is today.
Explaining how his arena seat represents much more than simply a place to watch hoops, but is also a touching and metaphorical story of people who move to Canada and embrace a life focused on hard work and success.
The campaign, developed in harness with agency Gut, is told from the point of view of the supporter and not of the sponsor.
“The whole world is looking at the seat,” said Bhatia.
“Some see Indian. Some see Canadian. Some see both. Some see a turban. I hope they see diversity and loyalty. I hope they see why Canada is so special.”
The creative rolled out across the brand’s digital and social platforms
“I hope people see why Canada is so special.” @Raptors Superfan Nav Bhatia makes us proud to be Canadian. #WeTheNorth #ThisIsCanada pic.twitter.com/WtamLPZVZH
— Tim Hortons (@TimHortons) June 10, 2019
The Seat A12 activity followed on from the previous week’s simple social ‘Beware The Raptors’ spot
and a set of action-related supporting social content.
That's three. Let's bring the last one home, pic.twitter.com/tSiW0EhxWv
— Tim Hortons (@TimHortons) June 8, 2019
2-1. That's one for the road. Way to go @Raptors!pic.twitter.com/lgWou5F2On
— Tim Hortons (@TimHortons) June 6, 2019
The campaign was created for a team of Tim Hortons marketers including Global Head of Creative Excellence Paloma Azulay, Advertising Lead Canada Jana Goodbaum, Global Marketing Manager Dibba Iran Parasti, Media Lead Jenni McIsaac, Social Media Sr Manager Asif Houssain, Regional Marketing Lead Chris Wakefield, Head of Marketing Canada Markus Sturm, Chief Sales Officer Ricardo Azevedo and Global Chief Marketing Officer Axel Schwan.
The initiative was created by a GUT Agency team that included CCO and Founder Anselmo Ramos, Managing Director Ricardo Honegger, Associate Creative Director and Art Director Eliana Ferrer, Associate Creative Director and Copywriter Jeff Hodgson, plus Senior Art Director Giulia Magaldi, Senior Copywriter Frank Garcia, Senior Producer Cecilia Salguero and Business Affairs Executive Karen Murillo.
The production house was Spy, the director was Lucas Dabrowski, the executive producer Carlo Trulli, the producer was Matt Wiele, the director of photography was Kris Bonnell, the editor wasMark Morton and the editorial house was School.
Comment:
Little wonder that Tim Hortons is upping its Raptors activation.
After all, the first Canadian team in the NBA Finals has seen a viewing spike in Canada which peaked when the TV audience for Game 5 reached 13.3m Canadians: making it the most watched programme on television in Canada in 2019 and the most watched NBA game in the country ever.
The team itself continues to activate itself under its long-time umbrella brand platform which first debuted back in 2014 (see case study)
Links:
Tim Hortons
https://www.youtube.com/user/TimHorton
https://www.facebook.com/TimHortons
https://twitter.com/timhortons
https://www.instagram.com/timhortons/
GUT Agency
Toronto Raptors
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