In case you’ve been living under a rock, the Toronto Blue Jays are off to the World Series for the first time since 1993! Teaming up with Leo Toronto, TD – the Official Bank of the Toronto Blue Jays – is stepping up to the plate to hype them up in a big way.
To celebrate how massive every home run is right now, TD has launched a city-wide out-of-home (OOH) campaign that turns Toronto into a giant outfield. Through a specialized media plan, TD bought billboards and posters that are located within “fair territory” of the Rogers Centre field. Each OOH board was then measured to display the actual distances (in feet, not meters) from home plate, essentially turning the ads into home run targets. Along with a simple CTA for the Toronto Blue Jays players to “Hit it here, boys”.
“The city just saw one of the most massive home runs in franchise history.” Said Angus Tucker, CCO at Leo, the agency behind the campaign. “This was a killer opportunity for TD to tap into the biggest cultural moment of the year in this city.”
But TD didn’t stop in Toronto. They secured OOH placements in LA by Dodger Stadium flexing the home run distance – all 11,398,589 feet – from Rogers Centre home plate to LA.
The campaign includes a video asset which tells some of the science behind the story, which will run across social, YouTube and Sportsnet. All to rally fans and reinforce TD’s sponsorship of Canada’s Baseball Team.
“It’s an exciting time to be the Official Bank of the Toronto Blue Jays,” said Michael Armstrong, Vice President, North American Brand and Sponsorships at TD. “As proud fans, we wanted to boost the energy and excitement of this moment and celebrate alongside everyone who’s been cheering for the Blue Jays all season long. This campaign is about bringing inspiration and magic beyond the stadium walls into the surrounding communities and amplifying the winning spirit and pride that is felt throughout the city.”
