loader image

Marketing Challenge


National Bank wanted to leverage its sponsorship of Illumi to provide a magical experience for Quebecers in Laval, Laurentides, and the Greater Montreal area. The goal was to grow awareness of National Bank in those parts of Quebec and get Quebecers thinking about National Bank. The best way to do so was with a positively, magical experience.



Offering an incredibly immersive experience to families. We transformed a container into a sleigh ride where participants entered and were seated in a real sleigh facing a giant screen. The experience was called the Adventure of Santa Claus. They felt the real sensations of a sleigh ride while watching the beautiful sceneries of the starry sky. Just like Santa would experience while delivering toys on Christmas eve.

During the ride, a picture was taken, and participants were able to download the photo on their phones by scanning a QR Code. This QR Code also allowed them to take part in a contest to win a weekend for 4 people to attend Illumi in another city in Canada in 2022.



National Bank and Illumi were quite pleased to be able to gift Quebecers with 2,914 individual sleigh rides, with roughly 24,000 adult and youth sleigh riders. “The Adventure of Santa Claus” rang true with over 99% of participants stating they loved the experience. They may have let a grinchor two try the experience. Of the 24,000 sleigh riders, roughly 30% participated in the contest to win an Illumi trip to another city.

Previous edition