Official Wimbledon water brand Evian’s 2015 tournament campaign ‘Wimbledon Watch’ is built around a daily showcase of the most emotional reactions to the Grand Slam both on- and off-court.
Evian partnered with long-term ambassador Maria Sharapova to be the face of the campaign and Sharapova hosted the first episode of #Wimblewatch on YouTube.
The activation runs every day (with a daily dose of famous faces, giggling fans, gasps and adoration) for the duration of the tournament and Evian shares the best reactions with fans and followers on Twitter using the hashtag #WimbledonWatch.
On behalf of water, sorry. #wimblewatch #Wimbledon #rain pic.twitter.com/st4WqPq1zX
— evian (@evianwater) July 8, 2015
Participation is being incentivised by offering a set of Evian branded Wimbledon goodies.
Want to #win all these beauties? Tweet your reaction to the on-court @Wimbledon action using #wimblewatch. #Wimbledon pic.twitter.com/sC6NZrn44L
— evian (@evianwater) July 8, 2015
As part of its sponsorship with Wimbledon, 30 June saw the brand opened its ‘Live Young Suite’ – its branded space at the venue that lies at the heart of its on-site activity – which this year also doubles up as a film set for the #WimbleWatch video series.
The suite also acts as an interview space for sports stars and VIPs invited to experience the brand’s on-site hospitality – such as online video interviews posted on Evian and Wimbledon’s websites with stars such as Jodie Kidd,
Zoe Hardman,
and John Legend.
This year’s space, designed in harness with Matt Gates & Co, features a sofa decked in Evian’s baby pink branding, a coffee table made from Evian ‘Pure Drop’ bottles, as well as classic English interior features from wooden and grass flooring and tennis-themed decoration.
The VIP section includes a bar area, as well as clusters of relaxed seating and a table tennis table.
Other 2015 Evian Wimbledon work ranges from ‘Baby Me’ outdoor ads based on its endorser partnership with Maria Sharapova (which includes a media campaign at Wimbledon Station featuring the tennis star), limited edition bottles plus an on-pack competition and the opening of Evian’s first ever London pop-up shop.
Working with brand activation agency N2O, Evian’s pop-up shop inside Piccadilly Circus Underground Station, which opens from mid June to 3 September, aims to bring the brand to life and to offer commuters the chance to pick up bottles of Evian, as well as pink Evian tennis ball packs, umbrellas and Brumatiseur facial sprays.
Pop-up visitors can also enter a competition to win VIP tickets to The Championships, Wimbledon.
The pop-up will also link to Evian’s non-Wimbledon summer social media campaign designed to help Londoners keep cool this summer.
‘This pop-up shop will help drive Evian’s relevance with London commuters during our busiest period. It will be fantastic to have a physical Evian space at the heart of the capital and will perfectly support our campaign to celebrate The Championships, Wimbledon,’ explains Evian marketing manager Sophie Allard.
Comment
From its 2014 music video partnership with Rizzle Kicks (see case study) to 2013’s ‘Get Your Wiggle On’ (see case study) and 2012’s real-time Ball Hunt (see case study), Evian has become such a standard bearer for innovative Wimbledon work that its annual tournament activation has become a feature of the Grand Slam.
This campaign continues the clear trend at Wimbledon 2015 for focusing activation around tournament focused video content.
From the ARLTC’s own IBM-led refreshed website’s film content focus (see case study) to Stella Artois’ 360 virtual reality videos (see case study) – Wimbledon this year is all about video.
Links
Evian Wimbledon Website:
http://evian.wimbledon.com/
Evian YouTube:
https://www.youtube.com/user/EvianBabies
Evian Facebook:
https://www.facebook.com/evian?brand_redir=DISABLE
Evian Google+:
https://plus.google.com/113793323391183946580/posts
Wimbledon Website:
http://www.wimbledon.com/
Wimbledon YouTube:
https://www.youtube.com/user/Wimbledon
Wimbledon Facebook:
https://www.facebook.com/Wi…
Wimbledon Twitter:
https://twitter.com/Wimbledon
Wimbledon Snapchat:
Add ‘Wimbledon’
Wimbledon Instagram:
https://instagram.com/wimbledon/?hl=en
Wimbledon Google+:
https://plus.google.com/+Wi…
