CBC/Radio-Canada Media Solutions is an innovative and collaborative gold award winner at the 2024 Sponsorship Marketing Awards for their work with SickKids Foundation, CIBC and Sun Life Financial.
The Sponsorship Marketing Awards (SMAs) recognizes companies that have maximized their investments in sponsorship marketing by creating plans and strategies that meet business objectives.
CBC Murdoch Mysteries & SickKids Foundation – Gold Award Winner for Cause
CBC’s Murdoch Mysteries and SickKids Foundation collaborated on a successful awareness campaign during the 2024 holiday season. Murdoch Mysteries, CBC’s period detective drama, was a natural fit for a partnership with SickKids. The show, set in early 1900s Toronto, perfectly reaches SickKids’ donor target audience, and could organically highlight the historic role the hospital has played solving medical mysteries for the past 140 years. The primary objectives of the SickKids and CBC partnership included building awareness around SickKids fundraising campaign leading up to and during the key holiday giving season, while also demonstrating how donations to SickKids lead to medical advancements that save children’s lives. Working in partnership with cairns oneil strategic media inc. and Shaftesbury, the show producers, the SickKids spirit of giving message was integrated into a philanthropic plotline embedded throughout the first ever 2-hour holiday special, “A Merry Murdoch Christmas”. The campaign was supported with custom PSA’s, custom lower-third creative and an emotional 2-minute brand spot. A custom digital timeline also educated fans on the many medical contributions and discoveries made by SickKids. Nearly two million Canadians tuned in to the holiday special and the campaign delivered media value worth 300 per cent SickKids’ investment. This innovative partnership contributed to the most successful fundraising results in SickKids history.
“On behalf of all of us at SickKids, we applaud CBC for their win. Media innovation, like this first ever partnership with CBC Murdoch Mysteries, was a very significant element in the success of our 2024 holiday season campaign,” says Lori Davison, vice-president, Brand Strategy & Communications, SickKids Foundation.
CBC Sports Pan-Am & CIBC – Gold Award Winner for Media
With the TORONTO 2024 Pan Am/Parapan Am Games coming to Toronto in the summer of 2024, CBC and CIBC, this year’s gold award winner for Media had a shared vision to help create a nation building event that could be experienced by Canadians across the country and would generate engagement through multiple platforms. The media partnership with CBC provided a perfect medium for CIBC to showcase their new brand promise “Banking that fits your life” with meaningful content that delivered against CIBC’s core brand attributes with an increased focus on innovation. The partnership with CBC surpassed all expected forecasts. Broadcast delivered over 230% higher value than originally estimated, resulting in additional media value of over $345k for the campaign, with impression levels over 57MM.
Sun Life Financial, Sarah McLachlan School of Music & CBC Music – Gold Award Winner for Arts & Culture
Sun Life Financial and Sarah McLachlan School of Music partnered with CBC Music to execute and amplify their one-month long regional musical instrument donation drive and an individual monetary donations matching program. The campaign was to engage the music community in BC and promote music education. CBC had featured three 30-second TV spots and two 30-second radio spots featuring Sarah McLachlan asking BC residents to donate new or gently used instruments or make monetary donations to her school. The result of the campaign was outstanding – more than 150 musical instruments were donated, exceeding the goal by 100%. The school received $52,435 in donations, double the amount of last year’s campaign. The campaign generated 313 million media impressions, exceeding the goal by 128%.
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