Live Young at Wimbledon

The Wimbledon sponsorship sits at the heart of evian’s annual communications plan. As an iconic event, it helps cement the brand’s iconic positioning, aligning evian as a brand of healthy living as well as being the perfect stage to display the brand’s playful spirit.

Our strategy focused on cultivating ‘brand fame’, fame drives positive brand effects but also helps to galvanise the brand against consumer price sensitivity. To achieve this, we focused on two key criteria:

• Be visible – the brand the consumer saw last – at scale and on the channels, they spend the most time with.
• Be relevant – be present in those moments when you can fulfill their emotional need or connect into their culture

In 2018 we created our Wimbledon plans to deliver:

• A 360 campaign, integrating; OOH, instore, online, and digital elements working together.
• A strong visual presence, drawing on the brands global Inner Baby creative assets.
• A seamless consumer journey creating content that sits alongside iconic Wimbledon moments

The brand’s Live Young positioning needed to be at the heart of the sponsorship activation, specifically the 2018 global creative, ‘Inner Baby’. We built a strategy encompassing OOH, content, social, influencer talent and in store to deliver our most impactful Wimbledon ever.

OOH – we delivered an iconic media takeover of Waterloo Station. With a bespoke tennis expression of the evian ‘Inner Baby’ creative, featuring our tennis ambassadors and their babies in their Wimbledon whites.

Content – #WimbleYoungReporters A new creative idea for 2018, we brought a Live Young spirit to the championships by putting our content in the hands of two kids, who acted as roaming reporters around the grounds highlighting the playful side of Wimbledon and evian.

Social – #BabyDoubles We captured consumer imagination by offering them the chance to have their own digital #babydouble created

Influencer/Talent – Visibility for the brand was amplified by a team of social influencers, reporting back to their audiences from inside the ground

In Store – an unmissable shopper activation harnessed evian’s association with Wimbledon, across all four of evian’s in store channels.