As part of its ongoing partnership with the NHL in Canada, Intuit QuickBooks is launching a new activation at Montreal’s Windsor Station during the 4 Nations Fan Festival in the city. The brand aims to engage with small business owners and entrepreneurs who are also hockey enthusiasts, as “they are a community that embodies the same grit, resilience, and passion that drive both business and sport.”
The activation features a life-size holographic cube, allowing visitors to step into a virtual hockey game alongside holograms of NHL players Cale Makar and William Nylander. To sweeten the experience, Montreal-based startup La Boîte à Bonbons will offer complimentary bags of candy to the first 1,000 fans who share their hologram photo on social media.
“By integrating immersive experiences like the Hologram Cube and spotlighting local business La Boîte à Bonbons, the collaboration has provided a unique platform to engage with hockey fans who are also business owners or aspiring entrepreneurs,” Kelly-Ann Massingberd, director of marketing (Interim) at Intuit QuickBooks Canada, tells MiC.
Massingberd says the activation also gives the brand the opportunity to connect more deeply with Quebec entrepreneurs in particular, a key community for the company’s business as they are facing a challenging time. According to her, Intuit data shows that Quebec has experienced the largest decline in small business employment in Canada, with a 2.47% drop and over 27,000 jobs lost. “Small businesses are the backbone of the economy, yet they face increasing challenges,” she says.
Engaging with that community also aligns with Intuit’s broader goal of equipping Canadian small businesses with the tools, knowledge and financial solutions they need to thrive. Massingberd notes that the brand’s efforts to connect with this audience have been a long-term endeavor, which began with the launch of the “Business Differently” in Canada in 2023. The campaign, which showcased the unconventional paths small business owners take to achieve success on their own terms (empowered by tools like QuickBooks), evolved into “Built Different” in 2024, which emphasized the resilience and unique mindset of entrepreneurs. This foundation is now allowing the brand to draw a compelling parallel between small business owners and NHL stars, she says.
“Our partnership with the NHL provides us with a unique opportunity to foster connection and conversations with the Canadian business community, especially as we start to see the face of entrepreneurship change,” Massingberd adds. “By leveraging hockey’s significance in Canada, this activation creates a meaningful connection between small business resilience and the passion of the sport, reinforcing QuickBooks’ commitment to supporting entrepreneurs while engaging a highly passionate audience.”
The activation will be promoted through OOH, TV sponsorships, social media, on-site attendee engagement and ongoing public relations activities. The brand has also engaged Montreal event and lifestyle platforms to showcase the experience.
Initiative Canada handles media buying while Proof Experiences is in charge of the on-site activation. FCB Canada is behind the creative and Edelman is responsible for PR.
