As Canada’s largest sports arena, and home to Toronto’s NHL and NBA teams, the ACC is the de facto heart of the city. In 2017, the naming rights came up for renewal, and Scotiabank and Maple Leaf Sports & Entertainment struck one of the largest sports-related agreements in the world. With so much on the line, our objective was clear – accelerate consumer adoption, and get Canadians to stop calling the arena the ‘ACC’ and start calling it ‘Scotiabank Arena’.
We focused on changing consumer habits:
Our strategy drove name adoption much faster than anticipated. After only 4 months, awareness of Scotiabank Arena already matched that of the Rogers Centre (now in its 13th year), and projections indicated we would reach full adoption in just 13 short months, well ahead of our 20-month goal. The campaign also drove significant increases in core brand metrics, including positive opinion, consideration and unaided awareness.