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THE CHALLENGE

Under Armour was preparing to open a flagship Canadian retail store, located in Toronto’s most popular shopping destination: The Eaton Centre. Our goal was to drive foot traffic to the new Under Armour store, while creating awareness of the current in-market brand campaign. 

THE INSIGHT

Working with Under Armour’s media partner, our strategy was to secure and dominate the Out-of-Home opportunities in the vicinity of the highest traffic areas surrounding the Eaton Centre.  Each of the assets featured consistent messaging and were designed to direct consumers to the newly opened Under Armour store. This included multiple video boards in Yonge & Dundas square, placement in the adjacent subway stations, as well as high visibility billboards within the Eaton Centre itself. Additionally, social media push ads were geo-targeted to potential consumers who happened to be near the Store. 

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THE CREATIVE

Yonge & Dundas Square featured multiple dynamic video boards with a co-ordinated mixture of athlete footage, motivational taglines and clear Under Armour messaging that created an unavoidable branded narrative. In the subway, unique billboards were designed to complement the brand message, with placements featuring constant dynamic visuals. Within the Eaton Centre, placements were geared towards driving foot traffic directly to the UA store. Finally, the geo-targeted digital push campaign gave special-offer incentives to fans, helping increase awareness and ultimately sales in Under Armour newest flagship location. 

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THE RESULTS

33.25 MILLION

IMPRESSIONS

Created a new national attitudinal baseline, to track future progress and evaluate communication strategies