Toronto International Film Festival
Rogers tasked us with creating a standout brand experience at the Toronto International Film Festival (TIFF) 2024, aiming to position themselves as more than just a telecommunications provider.
With a need to surpass the presence of competitors like RBC and Visa, Rogers wanted to transform their role as TIFF’s presenting sponsor into an unforgettable, immersive experience for festival-goers. Our solution? A unique red-carpet integration that allowed fans to feel closer to the stars while reinforcing Rogers’ role in Canadian entertainment.
Designing a Red Carpet Experience Like No Other
We brought the red carpet into Rogers’ footprint, quite literally, by designing a space that visually connected their activation zone to the red carpet itself. This seamless integration, dubbed “Bending the Red Carpet,” allowed Rogers customers to experience the excitement up close, from VIP seating to interactive digital touchpoints. A large LED screen broadcasted the action, ensuring that even when fans couldn’t see the stars directly, they still felt part of the excitement.
Engaging Fans Through Interactive Touchpoints
To elevate the fan experience, we layered in a series of interactive elements designed to make fans feel like part of the show. From exclusive contests to VIP in-seat concessions, Rogers customers were treated like celebrities. We also introduced the “People Paparazzi” concept, turning fans into content creators by encouraging them to snap photos and post on social media, amplifying Rogers’ presence organically throughout the festival.
Memorable Moments, Lasting Brand Impact
The Rogers activation space not only enhanced their status as a presenting sponsor but also deepened their connection with customers. By creating a truly immersive and interactive environment, we helped Rogers exceed their goal of becoming the biggest standout brand at TIFF 2024. Our approach made Rogers synonymous with VIP treatment, reinforcing their position as both a communications and entertainment leader in Canada.