Thank You Key Workers – evian & Wimbledon

Evian’s ‘Thank You Key Workers’ was the Official Water of Wimbledon’s 2020 campaign (running in July), based around a ticket/experience giveaway for the 2021 tournament for heroes on the UK’s front line battling the pandemic.

Territory: UK

Agency: Inside Ideas Group (Creative), Freuds (PR), Procure Worldwide (Influencers), Wavemaker (Media)

Objectives

Evian is the Official Water of The Championships, Wimbledon and has been hydrating players and spectators at the tournament since 2008. The objective of its 2020 activation campaign was to engage consumers around Wimbledon – despite the tournament’s pandemic-enforced cancellation – in a way that was contextually relevant during the Covid-19 summer.

Activation

The Danone owned water brand evian began its UK pandemic response in April with a donation to the Red Cross for those working on the front line, and followed up in the summer with a campaign leveraging its rights around Wimbledon despite the cancellation of the 2020 tournament.

The activation was based around a campaign inviting key worker nominations (via social and print) for a chance to win a pair of show court tickets to Wimbledon 2021 as an evian guest and offering dedicated key worker access to evian’s Wimbledon hospitality suite for a day (complete with lunch, drinks and afternoon tea where the refreshments will of course include strawberries and cream and evian).

The campaign was activated through four main channels:
> evian’s social channels

> Wimbledon’s social channels

> evian ambassadors and influencers

> PR

On evian’s own social channels the campaign focused on Facebook, Instagram and Twitter, including organic and paid posts.

The brand’s athlete ambassador Kyle Edmund and group of influencers – Ashley Louise James, Emma Louise Connolly and Leomie Anderson – also posted content in a social strand led by two Instagram stories and one Instagram feed post all asking followers to enter the evian competition on their pages.

The initiative was supported across the property owner’s channels with Wimbledon reposting the brand influencer posts on its Instagram feed and Twitter account.

The PR push included two media partnership competitions with OK and Marie Claire and a series of ambassador media interviews.

Outcome

Amongst the initiative’s key topline results were a combined total reach of 155m and substantial UK media coverage across a range of mainstream, sports, female-focused and marketing titles and channels including The Sunday Times, The Sun, Mail Online, Sky Sports News, Marketing Week, OK, Marie Claire and Activative.

Digital:
> 3.9m reach
> 11k entries
> 68k engagements

PR:
> 151m circulation reach