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.

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%

The Situation

To engage with multiple partners and general public by this campaign to promote the spirit of “Roland-Garros” and tennis sport. Develop practice on red clay: More courts, more events and more players. Increase Roland-Garros community: More activations, more contents and more fans. Expand business: dedicated agencies, regional sponsors, RG clubs, licensed products, OTT.

The Strategy

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