Marketing Magazine

Michelle DiPardo, Marketing Magazine, explores “How Green R U?”, SaskTel’s province-wide digital and social marketing campaign to boost the fortunes of their local football team.

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How Green R U?

SaskTel™ — the leading communications provider in Saskatchewan, with 1.4 million customer connections — will be turning Saskatchewan green this fall in a province-wide digital and social marketing campaign. The campaign asks How Green R U? for the Saskatchewan Roughriders™ as the telco starts fanning football fever, leading to the big game in the Canadian football championship to be hosted in Regina in November 2013.

The campaign, which represents a major shift in their creative strategy by using real people is built around a challenge to Rider Nation, the Roughrider’s loyal fans, and asking How Green R U? by posting photos of themselves on the campaign website, in their most outrageous fan outfits. The Roughrider green logo is the inspirational source for the concept and fans are being urged throughout the campaign to show their true colours and adopt green as their favourite hue in their clothing, face paint, hair colour and anything else their creativity can imagine.

The major push, developed and executed by Blast Radius, uses print, radio, outdoor, online and social media and will blanket the province. It runs from mid-August through to the big game, in which the Roughriders hope to be victorious.

“SaskTel is the homegrown communications service provider for Saskatchewan and the official communication provider and biggest fan of the Roughriders,” said Janson Anderson, senior director, marketing (communications and customer experience). “Blast Radius has developed a game-breaking campaign for us, which brings out the animal in our own fanatic employee fans, wearing their wildest green creations and rooting for the home team. We believe this will get the entire province behind us and make for a winning campaign. And the Riders are very much on board with us.”

Campaign Site:

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Familiar Face, Newly Created CTO Role

Blast Radius is pleased to announce the promotion of established executive Gautam Lohia to the newly created role of Chief Technology Officer, based in Vancouver.

Lohia has been instrumental to the growth of Blast Radius for over 13 years, having held executive positions such as EVP, Global Delivery; SVP, Client Partner; and EVP, Emerging Technologies before taking on the role of Chief Technology Officer.

In his role, he will be responsible for overseeing the global technology practice; building partnerships with technology providers, introducing technology-based solutions and bringing innovative ideas to the agency’s roster of clients.

“Technology is becoming more and more important to the CMO. We have always embraced technology, but in the creation of this role we’ve formalized the importance of it – and I aim to bring solutions based on a fluid partnership between technology, strategy and creative to our clients,” explains Lohia.

Lohia has previously built the mobile practice for Blast Radius, as well as leading mobile strategy engagements for Colgate and Campbell’s. He has led large scale web implementations for clients including Nike, Starbucks, Vodafone, BMW, Electronic Arts and Microsoft. He will report to the CEO of Blast Radius.

Appointed BRP Global Digital AOR

After a rigorous multi-agency search process, BRP selects Blast Radius, part of the Wunderman network and WPP group of companies, as its global digital agency of record.

“New technologies and interactive models are changing how consumers interact with brands, and now more than ever, influence the customer experience,” said Yves Leduc, vice-president and general manager, North America division. “BRP is committed to offering consumers a best-in-class experience and will leverage the digital channel to deliver on this promise,” he added.

A leader in their industry with extensive global reach, Blast Radius comes with an impressive array of knowledge and experience to help BRP enable new digital opportunities throughout the consumer decision journey. “Our aim is to create an enhanced and consistent consumer experience worldwide. It was therefore fundamental that we partner with a global digital agency, one with solid international understanding and capabilities” said Chris Dawson, vice-president and general manager, International division.

Once integrated into its portfolio of agencies, BRP will look to Blast Radius for thought leadership in delivering winning digital strategies for consumers, dealers, distributors, employees and other stakeholders. “We believe in networked brands. A networked brand is a self-sustaining interactive ecosystem that spreads its message, content and products faster and more cost-effectively than a traditional brand,” said Gurval Caer, CEO at Blast Radius. “We look forward to helping BRP, and all of its brands, deliver on their digital vision.”

WPP — Leaders in Advertising, Digital, Relationship Marketing.