As an official water supplier to Wimbledon, Evian (along with its agency We Are Social) have rolled out an innovative, multi-channel campaign to encourage the tennis-loving public to dance to the ‘Wimbledon Wiggle’.
The mineral water giant encourages fans to get their Wimbledon Wiggle on and upload a video of them ‘shaking their derrières’ in a style that mimics a tennis player waiting to receive a serve.
The best ‘wigglers’ are rewarding for their work not just with a pair of VIP Wimbledon tickets, but also by having their own wiggle videos featured in a giant digital outdoor screens at Bankside and Cardinal Palace (which are broadcast the tournament live to the public).
The competition, which is open to residents of the UK, Channel Islands, Isle of Man or Republic of Ireland only, takes place to the sound of an original campaign song by electro-hip hop artist Tigermonkey.
Facebook is the fulcrum for an initiative fronted by a Wimbledon Wiggle video by Kameleon and We are Social.
Evian brand ambassador and 2004 Wimbledon Champion Maria Sharapova also gets her wiggle on to boost campaign awareness.
Other digital elements of Evian Wimbledon activation include a dedicated off-court action microsite on Wimbledon.com, as well as a style guide and ticket competition on my-wardrobe.com.
Indeed ‘Evian Off-Court At Wimbledon series also features a Sharapova interview with Britain’s king of chat Jonathan Ross loaded onto the strand’s YouTube channel.
Continuing its ongoing baby-led ‘Live Young’ creative approach, an outdoor and print Evian above-the-line campaign (with further PR and social support) also features Maria Sharapova alongside her ‘baby self’, with images created by BETC Paris running during the championship also featuring an Evian ‘baby’.
This activation strand also runs across Evian’s in-store Wimbledon campaign which was created by Live & Breathe and promotes the ‘Wimbledon Whites’ packaging.
The campaign will run across freestanding display units, posters and shelf wobblers in retailers such as Tesco, Sainsbury’s, Asda and WH Smith.
Comment
‘Many will be familiar with Evian’s ‘Live young’ campaign and in particular the ‘Baby and Me’ TV ad,’ explains Live & Breathe managing director Nick Gray. ‘Our role was to capture the fun and innocent nature of this campaign and activate it in-store through clear and concise creative to ensure shoppers choose to drink Evian during Wimbledon.’
The 2013 campaign follows last year’s innovative social media-led ball boy treasure hunt around London (see previous case study).
Indeed, Evian is building an excellent Wimbledon activation heritage since it linked with The Championships back in 2008.
The water brand and its agency MEC Access won the Hollis Award for Sponsorship Continuity in 2013 in recognition of their continuing Wimbledon partnership – having previously won four Hollis Sponsorship Awards in its first three years (including the 2009 Hollis Sponsorship of the Year).
Links
Evian Wimbledon Wiggle On Facebook
Evian Wimbledon Wiggle Website
Evian Wimbledon Wiggle Twitter
Evian Wimbledon Wiggle YouTube
http://www.youtube.com/watch?feature=player_embedded&v=E6xLwqaaDwI
http://www.youtube.com/watch?v=E6xLwqaaDwI
Tiger Monkey Track ‘Wimbledon Wiggle’
http://tigermonkeymusic.com/wimbledon-wiggle/
Evian Of-Court Wimbledon – Sharapova & Ross
http://www.youtube.com/watch?v=y7dffgID_NM
