CF Montréal Unites Fans to Embrace Differences and Be Part of the Action

PIGEON signs the latest campaign for CF Montréal, the city's iconic soccer team.

“Our objectives 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. This campaign aims at forging an even stronger emotional bond with Montrealers and promoting the electrifying experience felt at the Saputo Stadium. ”

“The positioning of CF Montréal is based on the idea of being United by our differences, with the vision of being a driver of dreams and emotions for both future players and supporters. The team embodies enthusiasm and dynamism, reflecting the spirit of our multicultural city and vibrant communities. With this new campaign, CF Montréal invites all Montrealers to discover their team and let themselves be captivated by the contagious energy we can feel at the Saputo Stadium. Under the highly inclusive rallying cry Tout le stade (All the stadium), we invite Montrealers to be part of the action and experience the passion and unity of a close-knit team," says Jean-François Béliveau, creative director at PIGEON.

As part of this campaign, the agency developed advertising billboards and banners for digital media. In addition, a 30-second TV spot is airing on RDS and Noovo, while 15- and 30-second video spots are available online on YouTube, Noovo, La Presse and Apple TV.

Radio scripts were also created for advertisers of BPM Sports and TSN 690. Strategy and media placements are handled by Cartier.

Be the 12th player this summer and come to the Saputo Stadium to experience unmatched entertainment moments, with friends and family. By uniting our differences, we create a unique soccer experience, just like our lively and vibrant city.