2025 National Bank Open
Client
National Bank
Industry
Financial institution
Know-how
Events
Challenge
What you should know
As the title sponsor of the country’s largest tennis tournament, National Bank wanted to make a lasting impression at the 2025 National Bank Open in both Montreal and Toronto.
The goal: consolidate the bank’s position as a key player in Canadian tennis, while promoting its commitment to equity and inclusion through the “Game. Set. Equity.” program.
National Bank hired Bob to design and deploy an in-field activation capable of ensuring a consistent and impactful presence at both sites.
Solution
Ce qu'on a fait
Bob created the National Bank Club in both cities, drawing inspiration from locker rooms. Throughout the tournament, visitors could take part in a festive game: open the right locker to find a red ball and win a prize. It was a simple but effective concept that surprised participants and brought smiles to their faces.
A lounge area also served as a place to relax while offering high visibility for the brand. On National Bank Day, the activation included a nod to the “Game. Set. Equity.” program, highlighting National Bank’s commitment to inclusion. The activities were part of a memorable edition of the tournament, celebrating 20 years of partnership between National Bank and Tennis Canada.
Behind this simple mechanic lay Bob’s extensive expertise: devising an activation that could be adapted to two markets, perfectly integrated into the tournament environment, and capable of smoothly accommodating a large number of participants. Thanks to Bob’s know-how, participants enjoyed a seamless, consistent and engaging experience that enabled National Bank to strengthen its relationship with tennis fans.
Result
What we accomplished
This ambitious and strategic project demonstrated Bob’s ability to deliver large-scale experiences, from design to execution in the field.
Success was measured both in terms of attendance (which reached record levels) and brand impact:
– Crowded sites with thousands of visitors participating in the activations.
– An iconic photo area, where the 3D “2025 NBO” installation and an immersive decor quickly became must-see attractions.
– Successful promotion of the “Game. Set. Equity.” program, recognized as a distinctive pillar of National Bank.
– Increased visibility for the brand, reinforcing its status as a key partner of Canadian tennis and its leadership around the values of equity and inclusion.
