Capital One Canada‘s “A Fair Game” Activation
While on contract with FleishmanHillard HighRoad, I led the strategic planning and operational logistics for an interactive brand experience for Capital One Canada at the 2022 Markham Fair. This innovative claw machine activation, titled “A Fair Game,” was designed around the concept that every participant would win — directly reflecting Capital One’s brand philosophy: “You’ve Got This. We’ve Got You.”
Project Management & Strategic Planning:
- Market Research & Opportunity Analysis: Conducted comprehensive research across major event opportunities in Ontario and Quebec, evaluating attendance demographics, brand fit, timing, and strategic alignment with Capital One’s target audience and brand objectives
- Vendor Sourcing & Procurement Management: Led vendor identification and evaluation process including:
- Sourcing available claw machines across North America for potential refurbishment or direct purchase
- Exploring custom fabrication options for a brand-new, purpose-built unit
- Evaluating cost-benefit analysis between refurbishment vs. new build
- Identifying and vetting suppliers for fully customized booth construction and branding
- Logistics & Operations Coordination: Managed comprehensive event logistics including:
- Coordinating trucking and transportation for equipment and booth materials
- Coordinating equipment setup and technical requirements
- Budget Development & Financial Management: Established comprehensive budgets across all workstreams including equipment procurement, booth fabrication, logistics, and contingency planning
- Timeline & Milestone Management: Created detailed project timeline with critical milestones, dependencies, and deliverable dates across all workstreams to ensure on-time activation launch
- Cross-Functional Team Collaboration: Coordinated seamlessly with distributed teams across Toronto and local partners in Markham, managing communication protocols, status reporting, and ensuring alignment across all stakeholders
Project Outcomes:
The activation successfully engaged approximately 2,800 fairgoers over four days, delivering a memorable brand experience that reinforced Capital One Canada’s mission to give every Canadian a fair chance — both in life and in credit. The project exemplified collaborative execution across multiple teams, geographies, and vendor partners, resulting in a successful experiential marketing campaign that strengthened brand awareness and positive sentiment.
Key Success Factors:
Thorough upfront research and planning established solid foundation for executionStrategic vendor selection ensured quality deliverables within budgetCross-functional coordination across distributed teams enabled seamless collaborationDetailed logistics planning minimized on-site challenges and ensured smooth operations
More details can be found here.