Go Auto and ROUND spend a little time with Connor McDavid, Captain of the Edmonton Oilers.
Go Auto has added a Connor McDavid sponsorship spot to its already well-received ‘Let’s Go’ integrated brand campaign.
Go Auto, based in Edmonton, is one of the largest automotive dealership groups in Canada with 45+ dealers, 19 brands and over 11,300 vehicles accessible through goauto.ca. The company was founded in 1996 by Mike Priestner as Auto Group (MPAG), with the purchase of Kentwood Ford in Edmonton. Go Auto’s business has evolved through a series of dealership acquisitions over the years. Go Auto is one of the only dealership groups in Canada with all of their dealerships, brands and vehicles listed under one website (goauto.ca).
Go Auto is launching its first integrated brand campaign in order to reinforce the company’s value and commitment to Canadian car buyers and to establish a strong platform for further market expansion. Go Auto has one of the largest vehicle inventories in Canada, and a 24/7 team of personal shoppers to help car buyers compare vehicles, find the best deals, book appointments and more. Go Auto’s mission is to remove the stress from shopping for a vehicle, making the process as easy as possible.
“Just like the Oilers, Go Auto is a part of Edmonton’s community and we happen to be lucky enough to have the top player in the NHL today on our team. It just makes sense for us to have this sponsorship.” according to Michael Hladun, Senior Vice-President for Go Auto.
ROUND was tasked with adding to the integrated ‘Let’s Go’ campaign shortly after its launch earlier this month and specifically to feature Connor McDavid in the spot.
“It was important that we still showed that this campaign was all about getting into your Go Auto vehicle and heading out, no matter what life stage you’re at, even if you’re a famous hockey player. It was also important to continue to reinforce the brand name, Go Auto. After learning about Connor and the type of guy he is, the spot almost wrote itself. His fans are important to him and helping a stranded father and son after practice felt like something he’d actually do.” according to Paul Riss, Round Founder & Creative Director.
In the past, ROUND has worked with other top athletic sponsorships with RBC’s US golf campaign last year. The entire ‘Let’s Go’ campaign was produced by Makers in Toronto with the help of Unified Content. This spot however, was to be shot locally and so local talent and production company, Urban Video, executed the McDavid spot on what turned out to be the ‘coldest place on earth’ on shoot day so the spot made even more sense.
About Go Auto
Go Auto is comprised of 40+ dealerships, multiple repair and service centres, several reconditioning facilities, in-house finance and insurance departments, a loyalty and rewards program, and more. Go Auto has received several awards and recognitions over the years for its industry leading business practices, including most recently; one of Canada's Most Admired™ Corporate Cultures by Waterstone Human Capital in November 2018, one of Canada’s Best Managed Companies by Deloitte in March 2019 and Canada’s Top 10 Insurance Brokerages in 2019. For more information, please visit goauto.ca, facebook.com/goauto.ca, youtube.com/user/goautotv. Follow Go Auto at instagram.com/goauto/ and twitter.com/go_auto.
ROUND is a creative and strategic partnership founded by two experienced agency leaders, Paul Riss, Creative Director and Mike Davidson, Managing Director. ROUND works with the top talent in the industry to solve business challenges through creative thinking. ROUND works primarily on a project basis with an agreed set of deliverables over a set period of time. Clients get (and only pay for) what they need. For more information, please visit WeAreRound.com. Follow ROUND on Instagram @round_advertising.
Go Auto, Senior Vice-President
Round, Founding Partner & Managing Director
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