Amidst all the World Cup frenzy this June and July, there was another global sporting event taking place across the pond. Even though it gained less notice and prime time mentions this year, the activities at Wimbledon’s All-England Club were no less impressive.
Even though I was rooting heavily for team USA and classic underdog Costa Rica in the World Cup, I was also excited to flip the channel, catch some tennis matches and see Federer challenge Djokovic to 5 sets yesterday afternoon. When I saw what one brand was doing, I thought it was so well played (!) that I wanted to share:
The brand is Evian – who ever since Smartwater signed Jennifer Aniston as spokesperson – has been trying to shed it’s too-French, too-snobby image. How? By projecting youth while still remaining upscale with its Live Young / Life Young campaign (hence, the adults-as-babies recurring theme):
To exemplify their life young promise to the sporting crowd, Evian leveraged Maria Sharapova’s role as Evian ambassador and added hip-hop duo Rizzle Kicks to the mix:
Seeding the campaign: The Kick-Off with Rizzle Kicks:
I give Evian credit for allowing the duo to make the above video their own while still fitting in the babies theme in a relevant, more realistic way.
To spread the message across social, Evian activated a contest with musical acapella group Vive Vocals whereby if you tweeted @evianwater with the hashtag #LetsPlay, they might sing your tweet live during the Championship week.
— evian (@evianwater) July 2, 2014
The On-going Editorial:
— evian (@evianwater) July 2, 2014
Sophie Allard, Evian senior brand manager said: “This fun, creative campaign taps into the tennis fever that has gripped social media and should be a great source of engagement for our social followers around the world.”
I don’t disagree with Sophie’s point – soliciting UGC content, giving away physical + social currency prizes that are relevant to an event seems good enough…I just wonder if it would’ve been more compelling to have the duo Rizzle and Kicks rap the tweets. Taken further, these could air later in the season or be played in and around the stadium / on-shelf to create longer legs and a more complimentary ecosystem around the campaign.
Lastly, on-site, Evian created another competitive environment seemingly made for court-side. The game? Table tennis. The challenge? Longest rally makes it onto Evian’s own ‘Leaderboard’.
The On-site Activation:
— evian (@evianwater) July 3, 2014
As a stand-alone activation – this was superbly smart. Associate Evian with the sport of tennis in a fan-accessible way that is branded distinctly Evian.
In conjunction with the other campaign elements, again, I would’ve liked to have seen some pre-seeding of this element prior to Wimbledon.
Could Rizzle and Kicks have played a bit of table tennis in their video? Could the agency – We Are Social – have teased out ‘Leaderboard’ scores/ names during the championship? Or given fans a chance to win tickets / en-suite seats to both watch Wimbledon and have a chance to play table tennis on-site? Could they have erected another table in the middle of London and created a live-feed between the two ‘arenas’ so fans could appreciate Wimbledon off-site and on?
Since I don’t reside in London, there could have been other off-site activations (though I haven’t been able to find any press mentions of any.)
So while I perhaps would like to see tighter orchestration of the umbrella campaign (e.g. channels echoing each other’s high points without every channel resorting to being matching luggage), I still give full marks for Evian’s ability to:
1) Reinterpret “Life Young” in a fresh, yet congruent way
2) Execute a multi-channel campaign where each channel’s media ‘fit’
3) Generate conversations and viral moments that captivated tennis fans
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