Borough Ballers
The "Borough Ballers" campaign, a collaborative effort involving OLG, the Toronto Raptors, and Jamal Magloire, aimed to bolster OLG's social impact within Toronto's basketball community. It spotlighted six local basketball organizations across Toronto's boroughs. The campaign consisted of two phases: the first phase featured multimedia storytelling, directing audiences to OLG's website, while the second phase introduced an interactive microgame within the Raptors app, generating donations for these organizations. This approach resulted in the collection of over $91,000, a substantial increase in social impressions and contest entries, and solidified OLG's position as a community-contributing leader in Ontario.
THE PROBLEM
Despite its commitment to supporting local communities, OLG's contributions to the community in Ontario, especially among sports fans, remained relatively unknown.
THE ASK
Develop a socially impactful campaign that raises awareness about OLG’s community giveback mechanism and also deeply resonates with basketball fans across Toronto.
CREATIVE INSIGHT
The six boroughs of Toronto not only represent the uniqueness of our city but also are home to many community basketball programs that need support to grow the game.
THE IDEA
Borough Ballers - A collaboration between OLG, the Toronto Raptors, and Jamal Magloire, focused on enhancing OLG’s social impact in Toronto’s basketball scene by highlighting six local basketball organizations across Toronto’s boroughs.
The
Results
THE Results
This is the power
of partnerships
