As the media sponsor of the 2010 FIFA World Cup, CIBC was participating in CBC's Soccer Nation, a multi-stop, cross-Canada tour. They also maximized the sponsorship and tour opportunity to create stand-alone promotions and events at CIBC branches. CIBC wanted to ensure its participation in the tour raised the local and community profile of CIBC, engaged the front-line staff, and drove interest in CIBC’s products and services.

FUSE developed a cross-county experiential tour that highlighted our nation's love of soccer though a CIBC branded RV and full activation program. The activation included a soccer photo booth, skills competition with prizing and mobile app demonstrations. The RV was staffed by a full-time team of CIBC representatives, including two soccer skills experts, who were assigned specifically to engage visitors and make their soccer experience fun and memorable.

To fulfill the secondary objective of business growth, FUSE developed a soccer-related promotion that drove leads to local branches. Overall, the sponsorship was a success for the CIBC brand, delivering better than expected results on the road (interactions), high employee engagement scores and business growth.