Increase in Viewership



Sway needed to create original content and place it in front of the proper target demographics in order to increase exposure, increase excitement about the Shaw Road to the Grey Cup, and raise viewership and engagement of the Canadian audience with the CFL championship game.


Using the creative method developed through strategic planning, we produced original film and photography content for Road to the Grey Cup, aligning with the CFL brand identity and resonating with their current following of Canadian football fans. This content was distributed through a number of new outlets, which further engaged Canadian fans with the 2015 Grey Cup, as they could now follow their favourite players through exclusive online content.

Services Provided

  • Photography
  • Creative Treatment
  • Video Production in Conjunction with Wasserman Media Group
  • Creation of all original production used in on-site activations


In their first project with Sway in 2015, the first sponsored Grey Cup championship saw an average audience of 4.3 million viewers. Based on these numbers and other relevant audience data, nearly ⅓ of all Canadians watched all or part of the 2015 Grey Cup game. These stats showed a significant improvement with a 15% increase in viewership compared to the previous year. Our on-site activation films, along with other content that we produced, were successful in creating excitement at the event, showcasing players from Team Shaw and getting the spectators further engaged with the Road to the Grey Cup project. Shaw has continued their relationship, including creating unique branded content throughout the 2016 and 2017 seasons.


We’ve had the pleasure to work with Sway and their team to help activate our CFL and golf sponsorship assets over the last few years. They are a team of creative and passionate storytellers who have produced unique and engaging content that has helped amplify our sponsorships through mass advertising, social, digital and in-stadium.

Garet Cameron, Manager/Sponsorship
Shaw Communications Inc.

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