Early July saw the launch of a new integrated ‘See The Future’ campaign promoting the 2019 Next Gen ATP Finals which aims to ‘dramatise the modernity’ of the tennis event.
The campaign for the tournament, which run from 5 to 9 November in Milan, was created in harness with London-based creative agency MATTA.
The Next Gen ATP Finals, which feature the world’s leading male players aged 21 and under, focuses on innovative fan engagement and entertainment features ranging from DJs mixing tracks between points, the absence of court tram lines, automated electronic line calling, legal live coaching through headsets, a shot-clock and it is played over a quickfire, best-of-five, four-game sets.
The spearhead ‘See The Future’ film is running as a global TV spot and it is also amplified across the rights-holder’s social media channels including Facebook
and Twitter.
New blood.
New battles.
New generation.#SeetheFuturehttps://t.co/BVM7YpqpZ8#NextGenATP pic.twitter.com/WHujln6C1c— Next Gen ATP Finals (@nextgenfinals) June 21, 2019
“’See the future’ was the brief. While staying true to the overall Tour – ‘Love it All’ visual creative, we’ve introduced ‘New Blood New Rules’ and injected a dance club feel,” explained MATTA executive creative director Matt Campbell.
While George Ciz, the ATP’s Vice-President of Business Development, added: “These players are making huge strides up the rankings and making waves across the sport. We’ve innovated with the product and how we stage it and we’re excited about what the tournament will offer in its third year. The creative needed to reflect all of that.”
The campaign also rolled out in parallel with the ticket sales launch marketing phase and the announcement of the new venue for this year’s Finals – the Palalido ‘Allianz Cloud’ arena in Milan.
Comment:
Thiss work follows in the footsteps 9and shares creative similarities with) of the ATP’s global ‘Love It All’ brand refresh launched through a campaign leveraging the London Nitto Finals at the end of 2018 and rolled out through the new season from the start of 2019 (see case study).
As for the agency MATTA, which scooped the ‘Young Agency of the Year’ award in association with Getty Images at the BT Sport Industry Awards 2019, this campaign comes hot on the heels of its work promoting the International Volleyball Federation’s (FIVB) Volleyball Nations League.
and its June ECB’s ‘Express Yourself’ England Cricket campaign leveraging the 2019 ICC ODI Cricket World Cup (see case study).
While among some of the agency’s other recent notable campaigns are 2017’s ‘Hockey Pure Gold (see case study) and the ECB’s ‘Go Boldly’ (see case study).
Links:
Next Gen ATP Finals
https://www.nextgenatpfinals.com/
https://www.facebook.com/nextgenfinals/
https://twitter.com/nextgenfinals?lang=en
MATTA
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