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To announce its name change to Canadian investors and financial advisors, Invesco Trimark recruited Wayne Gretzky and Maurice “Rocket’” Richard for its national “Greatest Goal” campaign.
Invesco Trimark, which up until August was known as AIM Trimark in Canada, wanted to convey the idea of two greats coming together and decided to use the two hockey heroes, said Julie Martini, brand development manager at Invesco Trimark.
“With hockey being a Canadian religion, the idea was to leverage hockey and two hockey greats to represent Invesco and Trimark,” she said.
“Gretzky and Richard, we believe transcend team bias or affiliation. All Canadians have a healthy respect for them and their abilities,” added John Maniatis, vice-president marketing communications.
The campaign, by Grey Canada, includes TV, print and online.
The 30-second black and white TV spot shows the two hockey greats passing the puck during a big game. Gretzky sends it over to Richard who crosses in front of the next and slaps it in. The two embrace after the goal and stand side-by-side to face the crowd. The spot ends with the voiceover and the tag line: “Imagine two of the best together. Invesco and Trimark together.”
The print ads, running in publications like Time and Maclean’s, show Gretzky and Richard from behind, emerging from the tunnel that leads to the ice.
The interactive big box, banner and leader board ads allow users to design their own jersey with their name and a number of choice, and they hang it in a locker next to the shirts of Gretzky and Richard. Then the ad directs users to the Invesco Trimark site where they can download their creation and save it as their wallpaper.
“We needed an idea that would deeply resonate with Canadians and communicate the brand promise behind the new name Invesco Trimark,” said Ann Nurock, president and CEO of Grey Canada, in a statement. “What better way to do this than with a sport that is not only a passion but almost a religion in Canada.”
The TV and print ads will run until the end of the year, while the online ads wrap up this Sunday. MediaCom handled the buy.
