To celebrate BNP Paribas’ historic half century partnership with the French Open, the bank activated the tie-up through an integrated marketing programme based around the bank’s aim to make the sport more inclusive and accessible and its belief that it has the ability to mobilise people beyond the courts and have a positive impact, particularly for new generations.
The activation was led by a hero film and also included digital and social content, on-site and in-branch branding, as well as experiential events and a cause initiative.
Like it did for its 40th anniversary Roland Garros activation, BNP Paribas briefed agency Sid Lee to create the campaign’s hero film commemorating the sponsorship. The resulting spearhead ’50 Years Of Loyalty’ spot uses archive footage to illustrate how tennis has evolved since the bank first began sponsoring it.
The video told a story about the long-lasting on- and off-court partnership and BNP’s commitment, while also shining a light on how it brings to life the brand’s youth vision of giving the next generation opportunities to experience tennis and achieve their dreams.
The BNP/Roland Garros story began in 1973 when the bank began supporting The French Federation of Tennis (FFT)’s vision of modernising the tournament. The 2023 film positions the finance brand as an active player in the world of sport which supports amateur and professional athletes to drive change, boost inclusion and unite people through the emotions of the sport.
Rolling out at the start of the tournament – which runs from 28 May to 11 June – the ‘50 ans de fidélité 40s / 50 years Of loyalty 40s’ film drives home the message that ‘tennis is never more beautiful than when it is collective and focused on young people’.
The hero TV ad was also deployed in 30- and 15-second versions.
Linked by the campaign’s #50yearsofLoyalty hashtag, Sid Lee also developed a series of key visuals for press and OOH executions, plus a dedicated visual identity commemorating the partnership’s 50th anniversary which was displayed across the Roland-Garros stadiums (from the exclusive BNP Paribas event stand to the VIP spaces and lounges, and even inside the nearby bank branches.
#50yearsofLoyalty was also marked onsite at the tournament through a series of events which included a BNP Paribas organised and branded ‘Solidarity Match’ which saw each point played raising 100 euros for the ‘Attrap’ la Balle’ charity chaired by ambassador Jo-Wilfried Tsonga: an organisation which promotes the inclusion of young people through tennis. Following the French Open, BNP Parisbas continued to donate 1 euro for every point played in all matches at official FFT tournaments at which it’s charity partner raised money for its 50 projects all aimed at making tennis a more accessible and inclusive sport.
The campaign was created by a team at agency Sid Lee Paris which included President Johan Delpuech, Creative Director Stéphane Soussan, Creatives Céline Mornet-Landa and Clément Mornet-Landa, Art Directors Hugo Demazière and Eric Boussenec, Head Of Strategy Bruno Lee, Strategist Cloé Bouchart, Managing Director Jean-Baptiste Destabeau, Account Manager Yoann Deminiac, Project Manager Thomas Albert, Head Of Production Laetitia Neves and Producer Victor Grenu.
Comment
Roland Garros is arguably BNP’s most historic partnerships and, according to the bank itself, while other sponsor brands look at tennis as an individual sport by focusing on individual performances and victories, BNP Paribas is devoted to access and inclusion.
This approach can be seen in its previous campaigns: including its 2015 ‘We Are Tennis / Super Ball Kids’ activations.
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