ROLAND GARROS IN THE CITY – SHANGHAI EDITION

TitleROLAND GARROS IN THE CITY – SHANGHAI EDITION
ClientROLAND GARROS
Product / ServiceROLAND GARROS IN THE CITY
CategoryA11. Sports
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

To set the Roland-Garros spirits soaring, we build the highest red-clay tennis court in the world Maximize the momentum supported by OOH, social and pop-up village to make the spirit fully embraced by our audience.

Creative Execution

A clay court built on the helipad at the top of the Sinar Mas Center, at an altitude of 320 metres The famous actor Jin Dong, Roland-Garros’s first-ever ambassador to China, inaugurated the court. Partnership with Perrier and Longines, is a “Village” inspired by the one at Porte d’Auteuil, set up in a spacious mansion in the trendy French Concession area. A Roland-Garros themed bus roam at the city’s streets plus a social amplifications with a dedicated H5 Page make the content can be fully explored by audience. Maximize Earned conversation via Social and PR exposure by partner with variety of KOLs and Media, feed them different content with high talkability.

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%

“Roland-Garros in the City” program aiming to in introduce the spirit of French-open and Tennis sports to China. And this year, the campaign is sure to set spirits soaring.

BRAND : A legendary tournament – Red Clay as DNA, bring unique beauty to tennis. Going Above and beyond: fighting spirit, performance, over-achievement and Bravery. CONSUMERS : Consumers looking for something new, different, something never done before. STRATEGIC APPROACH TAKE THE GAME ON NEW HEIGHTS TO BRING EXCITEMENT TO SHANGHAI

Credits

Name Company Position
Romain Devisme Havas Sports & Havas Sports & Entertainment Shanghai Managing Director
Project Director Havas Sports & Entertainment Shanghai Sarah Gong
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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