Optimum West

Challenge

• As a sponsor of the Canadian Olympic and Paralympic Teams, Bell was eager to develop a program to raise awareness of Bell’s role as a Canadian Olympic Committee sponsor and Canada’s leading telecommunications provider.
• Bell was seeking a communication initiative that would touch English and French speaking Canadians, while reaching communities in Bell’s key markets. The solution needed to build momentum and excitement for the Olympics, and showcase Bell as a provider of leading-edge technology.

Solution

• As Bell’s agency of record, Optimum worked to provide an answer to the challenge. It was realized in the form of Bell TechnoSport, a 1,000-square-foot mobile interactive pavilion, housed in two 40-foot travel trailers.
• The pavilion, meant to simulate athletic training facilities of the future, was retrofitted with Bell’s innovative technology. Once pavilion building commenced, Optimum created, planned and executed a cross-Canada tour. The Optimum team aligned community stops with existing Bell sponsored events, including the Calgary Stampede and Olympic Spirit Festival (Toronto).
• A print campaign was designed and scheduled to appear in community newspapers to announce Bell TechnoSport’s arrival. Partners AMJ Campbell Van Lines and Petro Canada collaborated to support Bell TechoSport’s journey across the country.
• To reach the goal of connecting more Canadians to the Olympic spirit, a unique program called Athlete Connections was developed and integrated as an element of the tour. This program invited Canadians to send “Cheers” to athletes participating in the Athens Summer Games. Supporters had the option of texting, emailing or filming live messages of encouragement for our athletes, onsite at the TechnoSport pavilion.
• Through hands-on displays, Bell TechnoSport visitors experienced how technology could enhance the life of high-performance athletes training for future Olympics. Using Bell technology, a team of virtual trainers guided visitors through a personalized journey of eight interactive stations. Each visitor received an identity cube that provided them with a personalized experience through various stations, such as “Know Me, Show Me” which incorporated bandwidth on demand, interactive television and Jestertek (gesture-based technology).
• To support the tour, Optimum developed media materials, planned launch events and distributed invitations for broadcast and print outlets to take one-on-one visits through Bell TechnoSport. Invitations were also extended to other external stakeholders, including municipal government and Chambers of Commerce members.
• In addition, an Optimum employee toured with Bell TechnoSport to oversee all logistical set-up requirements and community relations at each tour stop. A Bell representative and Bell-sponsored athlete were present at each launch event to host guests and media. The athletes spoke of their first-hand experiences participating in past Olympic Games and the increasing role technology was playing in their careers. To further engage Canadians of all ages, TechnoSport visitors were invited to nominate a local community sports organization to win $2004, donated by Bell.

Results

• For 106 days, starting May 29 through September 14, 2005, Bell TechnoSport travelled 14,000 km and visited 13 communities across Canada.
• Approximately 50,000 Canadians from coast to coast visited the pavilion, and more than $18,000 was donated to community sports organizations.

Team with Silken Laumann in Victoria

TechnoSport Know Me, Show Me