Sasktel is encouraging Saskatchewan Roughriders fans to show off their Rider pride in its new “How Green R U?” campaign, with media by Regina-based DSA Media, creative by Blast Radius and experiential by Captive Audience.

Targeted at a core audience of adults, aged 18 to 35, the campaign relies primarily on an experiential component that will see Sasktel send street teams to events like the extreme sports-themed Summer Invasion as well as Roughrider games, where they will operate photo booths. Visitors can come decked out in Rider green or use on-site props to have their pictures taken and uploaded to the campaign microsite for the chance to win a grand prize of tickets to the Grey Cup.

The campaign will be supported by OOH across the province, with a heavy concentration around the Roughriders’ Mosaic Stadium, print in dailies throughout the province and radio on CKRM, as well as online ads on CBC.ca and sponsored posts on Facebook.

Much of the creative will feature Sasktel employees in consumer-facing situations decked out in Rider green. This approach, Joann Korpan-Smith, marketing manager, wireless advertising, Sasktel, tells MiC, is a departure from Sasktel’s long-standing creative platform, which features a cast of animated characters.

She says the campaign also features a heavier emphasis on digital, social and experiential typical for Sasktel, adding that these platforms were the best way to reach out to Roughriders fans in a way that would get them to engage with the brand.

Korpan-Smith says “How Green R U?” is a way for Sasktel to leverage its long-standing partnership with the Roughriders as the team’s official communications partner, as well as the fact that the Grey Cup will be played in Regina this year, in an authentic way that would help differentiate it in the marketplace.

The campaign will run until the Grey Cup on Nov. 24.