Cannes Lions

TELECOMMUNICATIONS

LG2, Montreal / BELL CANADA / 2010

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Overview

Outcome

Although VIP's were solicited to events all over Vancouver, when it came time for Ice Breaker, Bell exceeded its expectation by 146%, with more than 85,000 people visiting Bell Ice Cube during the Games. Ice Breaker generated approximately 3 million impressions on national TV and radio, as well as print and online media. Many guests commented on the invitation’s originality, saying that it was an added source of motivation to attend. Some VIPs even blogged about the event. Ultimately, the invitation was so popular that friends and spouses of VIPs requested their very own Ice Breaker invitation from Bell.

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