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National Bank begins Rogers Cup promotion

The National Bank of Canada is conducting a promotion at the Rogers Cup tennis tournament. The event will take place from Aug. 2 to 11 in Toronto and Montreal. The experiential campaign, developed by Vibrant Marketing, is based on an installation incorporating eye-tracking and motion detection technology. The installation allows consumers to view a sequence of themed images related to various aspirations. The system will attempt to gauge a user’s aspirations by tracking which images draw their attention. The installation also includes a light and sound presentation that follows consumers as they move through a tunnel.

In addition, the company will distribute 8,000 pairs of 3D glasses to event attendees on National Bank Day.” Consumers will then be invited to use the glasses to find a hidden message embedded in a flag to enter a prize draw.

“The strategy we used was to show National Bank as a straightforward and efficient bank that’s also focused on new technologies,” said Eric Brouillet, president of Vibrant. “National Bank has been a major Rogers Cup sponsor for many years, and we believe that visitors are well acquainted with its brand. They’re now ready to try an experience that’s centred on the banking world rather than on tennis but is still fun. Our mission is to engage the target audience by having them envision the bank of tomorrow. We also want to listen to what they have to say to better support them in the future. We believe that a bank that delights in setting up a sponsorship that establishes a dialogue with its fans is a bank that pulls out all the stops to support its customers in the future in a simple and effective way. That's why we developed a unique and bold concept to further engage and surprise Rogers Cup spectators while providing them with a memorable experience.”

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