evian’s seven year old sponsorship of the Wimbledon Championships needed a refresh to stand out among 14 brand partners and engage young, image- and celebrity-obsessed females. These part-time tennis fans are as excited by celebrity appearances in the crowd as they are the game.
Traditional sponsorship activation (product placement, TV coverage and hospitality) would not reach them as they live their lives on social media. We had to get them talking about evian and feel part of the action at Wimbledon, while reflecting evian’s brand attitude ‘Live Young’.
As this audience are obsessed with the cultural phenomenon of people watching people, we created #wimblewatch, a 13-part digital content series that featured celebrity tennis fans reacting passionately to the on- and off-court action.
On day one we seeded a teaser episode, starring evian ambassador Maria Sharapova watching and reacting to her most memorable Wimbledon moments. We took over evian’s social channels and launched the #wimblewatch hashtag, bringing all social disciplines together and producing reactive content so that @evian was part of the conversation.
Every day at 6 pm, we turned evian’s suite at Wimbledon into a film set, filmed our talent and created three minute films overnight. These ran on evian.wimbledon.com at 11 a.m. the next day, aligning with digital content viewing habits, the coffee break and before the next day’s play. The campaign was amplified across multiple touchpoints including the celebrities’ and Wimbledon’s social channels, Metro and ‘shazamable’ OOH.
With over 70 million campaign impressions, and a potential Twitter reach of 128 million, #wimblewatch nailed the objective of getting our core audience talking about evian. This volume of buzz led to evian being the most talked about sponsor at Wimbledon online - with 25.5% of the conversation – beating the 13 other brand sponsors.
Awareness of evian’s sponsorship of Wimbledon also increased by 21% year on year. The final total of video views for the campaign was over 4.5 million against a KPI of 1m (350% over delivery). This means that in the UK, more people watched our content than watched the ladies final!