CF Montréal is looking to captivate fans of the beautiful game and generate new recruits as well.

In the hero spot, by AOR Pigeon, two club fanatics in a condo elevator are egged on to chant their support for the team by a security guard observing them on surveillance cam. It then transitions to on field action from Saputo Stadium, surrounded by the club’s raucous fanbase.

The objectives of the club’s latest campaign, and associated chant “Tout le stade” (“All the Stadium”) are clear, says Charlotte Montminy, CF Montréal’s director of marketing and CRM. “We must recruit new fans to add to our existing base, as well as continuing to develop awareness and consideration by building pride in the club.”

Montminy says the positioning of CF Montréal is “based on the idea of being United by our differences” to emotionally resonate with both players and supporters. The campaign aims at forging an even stronger emotional bond with Montrealers and promoting the electrifying experience felt at the Saputo Stadium.

A 30-second television spot is airing on RDS and Noovo, while 15- and 30-second videos are running online on YouTube, Noovo, La Presse and Apple TV. The campaign also includes out-of-home, digital display and radio ads on BPM Sports and TSN 690. Strategy and media placements are being handled by Cartier.

Last fall, CF Montréal rallied support for a playoff run, capturing the rowdy atmosphere of a soccer match at Stade Saputo, a story that culminated in a goal headed in by forward Romell Quioto that defined the team’s successful 2022 season.