SaskTel asks “How Green R U?”

Communications service provider SaskTel is encouraging Saskatchewan CFL fans to show their Roughrider pride with a new province-wide integrated campaign intended to cheer on the team leading up to the Grey Cup in Regina this fall. The campaign, called “How Green R U?” is a challenge to Roughrider fans to get behind their team by […]

Communications service provider SaskTel is encouraging Saskatchewan CFL fans to show their Roughrider pride with a new province-wide integrated campaign intended to cheer on the team leading up to the Grey Cup in Regina this fall.

The campaign, called “How Green R U?” is a challenge to Roughrider fans to get behind their team by posting photos of themselves decked out in their most elaborate fan outfits on a dedicated website. The site also connects fans to a photo gallery, Instagram and Roughrider social channels.

The team’s green logo is the inspirational source for the concept, and fans are being urged to show their true colours by donning it in their clothing, on their faces and in their hair.

All the creative for the “How Green R U” was developed by Blast Radius in Vancouver, SaskTel’s digital AOR, said Janson Anderson senior director, marketing communications and customer experience at SaskTel. He said the goal of the campaign is simple – get Saskatchewan excited about the Riders and ensure they are victorious in the Grey Cup.

“We wanted this campaign to be interactive and engaging. This is a huge Roughriders campaign for SaskTel. It’s an opportunity for people to get behind the team and show their Roughrider pride.”

Elements of the campaign include print and radio ads, outdoor and paid media banners, and online and social media promotion. A host of SaskTel street team events are also planned, and the SaskTel logo will be coloured green for the duration of the campaign.

The campaign also includes a “How Green R U?” challenge, which asks all SaskTel customers to take their best Roughrider related photographs and post them on Instagram with a “How Green R U?” hash tag. Photo booths will be placed at events throughout Saskatchewan and outfitted with Rider themed paraphernalia and backdrops.

Participants are encouraged to share their photos through social channels for the chance to win SaskTel and Rider merchandise as well as tickets for regular season games. Grand prize winners will receive two tickets to the Grey Cup.

“How Green R U?” launched Wednesday and will run until the Grey Cup on November 24.

Brands Articles

Taxi Vancouver taps its first beer client

B.C.-based beer maker hires agency to oversee "non-traditional assignments"

Rogers rebrand signals renewed focus on consumers

Refinements to its logo, colour scheme part of the media company's new brand identity

5 consumer trends you might want to take advantage of

Want to make the most of this year? Know what your customers want first

McDonald’s rolls out the welcome mat with new platform

Chain puts real life stories on display, and emphasizes local restaurants and diners

Why branded content is TV’s Trojan horse (Column)

The multi-billion dollar opportunity to engage consumers from one touchpoint to another

Converse turns its ‘Chucks’ into canvases for self-expression

Canadian portion of the global campaign includes PR, social media, print and OOH

Landlords make an offer for 11 Canadian Target stores

The Ontario Superior Court is slated to address the proposal later this week