Agassi Films Front Jacob’s Creek Wimbledon Campaign


Jacob’s Creek continues its Andre Agassi partnership via its ‘The Open Film Series’ campaign to leverage its rights as the official wine brand of Wimbledon.


The campaign revolves around the Pernod-Ricard-owned wine brand’s Facebook page and is led by an intimate series of short films from one of Tennis’ ‘True Characters’. A set of six web films tell personal stories about Agassi’s life and experiences and consists of Open Heart, Open Plan, Open Fire, Open Call, Open Road, Open Hand


Each film aims to bring to life the brand’s ‘True Character’ marketing platform.


The initiative also includes a digital list building element incentivised by offering those who provide their contact details (and perhaps also sign up to the brand’s digital newsletters) are entered in to a competition to win one of five VIP Wimbledon Experiences for two (including tickets to the Men’s Quarter Finals) and the chance to meet Agassi himself.


The Jacob’s Creek/Agassi partnership is an integrated above- and below-the-line marketing campaign that includes digital and PR elements aiming to increase brand awareness in and around tennis.


The campaign, which dovetails neatly with the brand’s umbrella ‘Open Up’ big idea, marks the second year of Jacob’s Creek’s pouring rights partnership with the All England Club as the Official Wine of Wimbledon.


This latest work builds on Jacob’s Creek’s association with tennis and is an extension of its ‘Open Up’ activation launched at the Australian Open Tennis which was also led by Agassi and revolved around Facebook.


The Agassi Facebook film work is also being tied in to other aspects of the brand s Wimbledon work.


A programme of on- and off-trade activations to boost the bottom line is also rolling out (focused on the brand’s recently launched Cool Harvest range).


Wimbledon neck collars are being used on two million Jacob’s Creek Cool Harvest and Classics bottles. They also offer consumers the chance to win a VIP experience at Wimbledon, including Centre Court tickets. One interesting aspect to this campaign sees QR codes used on the neck collars to link consumers directly Agassi’s Open Film Series.


Posters and bunting for supermarkets and shops carrying the Wimbledon limited-edition range has been created and to drive further interaction retailer magazines and websites will run Wimbledon competitions. While during Wimbledon itself selected wholesalers will host tasting events to support the launch of the Cool Harvest and Moscato ranges.


‘Agassi is a true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992,’ says Simon Thomas, deputy managing director of Pernod Ricard UK. ‘Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work. Being able to partner with him to deliver our ‘True Character’ message is a real coup, particularly given Jacob’s Creek status as the Official Wine of Wimbledon.’


Another element of the Wimbledon campaign sees the brand host a tennis-themed activation at London Heathrow’s Terminal Five. Throughout June, the wine brand has set up its own Centre Court in T5 to transport travellers to the sporting venue.


The ambient experience includes big screens, an in-store theatre complete with grass, a net, fridges and an umpire chair. Customers are offered complimentary strawberries and can sample Jacob’s Creek wines, while a competition will invite participants to guess the number of tennis balls in a giant Jacob’s Creek bottle for a chance to win a VIP package for two to the Men’s Final.


This follows the brand’s 2011 interactive Wimbledon game at Heathrow (see previous case study).




The Jacob’s Creek deal with Agassi will last three years and it will continue to focus on promoting the brand’s True Character philosophy as it aims to use tennis to bring the wine to prominence.


The brand’s marketers believe it shares synergies with Wimbledon’s history, tradition and international appeal and aims to draw parallels between the Australian brand’s own 150 years of experience in winemaking and its commitment to staying true to its character.


This year’s campaign builds on the work done by Jacob’s Creek last year at Wimbledon when the wine brand used former stars Tim Henman and Goran Ivanisevic to front its activation (see previous case study).


It certainly marks a different approach from the more traditional work of previous wine category partner Blossom Hill (see previous case study).


The Agassi deal is not the first time the brand has linked with a famous face for a marketing initiative. In December 2011 Jacob’s Creek signed up Hollywood actress Naomi Watts to promote its new Cool Harvest range.



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