CF Montreal is advancing to the MLS semifinals, and has launched a campaign to help rally fans around the cause.
A video captures the raucous atmosphere of a soccer match at Stade Saputo, a story that culminates in a goal headed in by forward Romell Quioto that defined CF Montreal’s successful 2022 season.
“Jusqu’au bout” (“All the way”) taps the energy of the club’s motto, “Tous ensemble, droit devant” (“All together, straight ahead”), and is a continuation of CF Montreal’s “Allez Allez Allez” campaign.
That first campaign was to reconnect the club with fans, and it worked very well, claims Stéphane Crevier, VP of brand strategy and growth for Pigeon, the agency responsible for the spot. According to Crevier, fans and clubs alike started noticing a change, with more games selling out and creating a buzz at the outset of the season.
“Jusqu’au bout” is about the self-belief that the same buzz will carry the team to the finals, as well as capturing the unique fan base the sport attracts and its “special ambience,” Crevier says.
In addition to the video, Crevier tells strategy there is a lot of digital OOH and social executions to further amplify the message.
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According to Crevier, Pigeon, known as a CPG shop, has really bolstered its understanding of brand strategy as well and has actively done so since 2017.
“We had to break this perception that we’re only known for packaging and design,” he says, noting that its relationship with the club started in 2002, and the shop designed the old Montreal Impact logo when the club came to MLS in 2012.
It’s not just about logo and identity, however, Crevier stresses: Pigeon did the whole brand book, tone and voice, and how to communicate the club’s unique identity.
“Everything we do, reflects the club’s philosophy,” Crevier says.
CF Montreal established a team record of 65 points in 34 games and ranked second in MLS’ Eastern Conference, recently topping Orlando to head to the semifinals.
Cartier handled the media buy. Ad spend is comparable to the effort from earlier this year, Crevier says.
