Through simple product development, a web portal and a concise process for delivery, the Bombardier online store has delivered brand consistency, removed the burden of management and execution from department leaders and given employees an opportunity to show their corporate pride.
The challenge is not to just provide a single solution, but to create a year-long program that allows employees to obtain clothing as needed, while developing a consistent brand image. The process included the need to develop a modern line of clothing that was both functional and meets safety standards. This led to the creation of an online store, that allows employees to order clothing 24/7 as needed.
Annually, Bombardier Transportation provides work-wear for its employees. Historically, employees have been able to select the items from retail and the company would cover a pre-determined amount. This resulted in a wide variety of clothing choices and an inability to manage brand standards.
GWN did it all. From the conceptual development of the product; managing the licensing and approvals with the NHL; and finally production and delivery to McMahon Stadium. Once the event started, the product was a hit. It created the buzz at the festival and drove traffic to the Canadian Tire booth. Coverage of fans wearing the helmet made it to print, TV and web. Yahoo Sports voted the Canadian Tire activation the best on-site experience at the event.
We wanted to provide a solution that fans at the event could wave, hold or wear. Challenges with avoiding objects that could be used as a projectile in the stadium and didnt take away from merchandise sales, GWN proposed a custom foam hockey helmet. It provided four sides of branding, could be worn over a toque and a unique souvenir product with a high-perceived value.
With the 2011 Heritage Classic fast approaching in Calgary, Canadian Tire was posed with the challenge to develop a promotional giveaway consistent with NHL brand standards and rules of engagement that would drive earned media and on-site exposure.
In collaboration with LG, we developed a complete set of hockey cards with the product featured on the front and the specs on the back. With 6 sets of 5 cards in both English and French, there were 60 cards different designs. But hockey cards would not be complete without a stick of gum in the middle of each pack. The card concept was a success as it complemented the hockey-themed training conference.
We wanted to provide a unique solution that was both informative and provided loads of information. Something they could carry with them and would be memorable and fun. Nothing worse than a binder of printouts.
LG was holding a training season for representatives and retail sales associates from across Canada and needed a unique way to generate interest in learning about their 30+ line of products ranging from TV to phones to fridges.