ROLAND GARROS IN THE CITY – SHANGHAI EDITION

TitleROLAND GARROS IN THE CITY – SHANGHAI EDITION
ClientROLAND GARROS
Product / ServiceROLAND GARROS IN THE CITY
CategoryA08. Brand Experience
EntrantHAVAS SPORTS & ENTERTAINMENT Shanghai, CHINA
Idea Creation HAVAS SPORTS & ENTERTAINMENT Shanghai, CHINA
Media Placement HAVAS SPORTS & ENTERTAINMENT Shanghai, CHINA
PR HAVAS SPORTS & ENTERTAINMENT Shanghai, CHINA
Production HAVAS SPORTS & ENTERTAINMENT Shanghai, CHINA

The Campaign

-Create an exciting event by leveraging Roland-Garros Key symbols and values to fully bring Roland-Garros experience to the heart of Shanghai City. -The world’s highest red-clay court was unveiled at the Roland-Garros in the City Opening Ceremony. -From the court, visitors have enjoyed panoramic views of Puxi, the Bund, Lujiazui (Pudong) and even the whole Shanghai. It has taken the tennis experience to a whole new level, and has increased the general public's knowledge and awareness of the French Open, by giving them an authentic taste of this unique and stylish tournament.

Creative Execution

-Teaser?Jun.1st?H5 in Official WeChat -Launch(Jun.8th) Opening event Worlds Highest rea clay court

-Impact and Talkability created on the highest clay. -Wide media coverage from 60+ media partners, equals media value over RMB 13 millions. -La Village participant in 3 days over 20,000 -Search Index of French Open increased +373%, Roland Garros, +43%

We create an exciting event by leveraging Roland-Garros key symbols and values to fully bring Roland-Garros experience to the heart of Shanghai City. -Going beyond the game itself, We capture the passion of Roland-Garros. -Fueling fans with the same uplifting emotion and energy the game itself powers, -We take the game to new heights by creating a Roland-Garros match in the sky.

-Rising popularity on tennis games and sports industry. -Take Roland-Garros ) on the top of the city and 2) in the heart of the City -Red Clay as DNA, bring unique beauty to tennis.

Credits

Name Company Position
Romain Devisme Havas Sports & Entertainment Shanghai Managing Director
Sarah Gong Havas Sports & Entertainment Shanghai Project Director
Tony Zhang Havas Sports & Entertainment Shanghai Event Designer
Loan Kobsch Havas Sports & Entertainment Shanghai Content Director
Jason Li Havas Sports & Entertainment Shanghai Associate Creative Director
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