CASE STUDY: Lacoste Fanzone Activation at ATP Tennis Finals

Provided by Bigger
Bigger create Lacoste Fanzone Activation at the ATP Tour tennis finals at The O2, London

What was the Challenge / Background of the Campaign?

Bigger, an event management, entertainment and experiential agency, were tasked to increase the Lacoste brand visibility by creating a Lacoste experience within the Fanzone at the O2 during the ATP Tennis Tour Finals. Previously Lacoste had used the ATP Fanzone area as a shop and in 2012 they wanted to create an engaging experience.

What was the Campaign Objective?

-Increase Lacoste brand visibility and legitimacy within the tennis world at the ATP world tour finals. -Offer a Lacoste experience to create excitement, drive data capture as well as online traffic and footfall to the sales booth.

What was the Solution?

People attending the ATP love tennis, however many would have rarely tested their ability and agility. Lacoste Advance gave players an opportunity to test reaction times, speed, strength and balance in a fun and engaging environment. A set of visually stimulating apparatus were set up on the stand against a background showcasing the history of the brand in a timeline format. Players not only benefited from a great experience but also felt like they had been educated about areas to improve their game. This was especially good for the younger players.

What were the Results?

The Lacoste Advance experience achieved additional engagement online. Results were posted online on an official digital scorecard complete with photo through social networks from the Lacoste and players accounts so players friends were are able to see how they performed. Players received giveaways for taking part and special prizes for achieving a high scores with the highest scores receiving tickets to the finals, signed Lacoste merchandise as well as limited edition polo shirts.

What were the Key Learnings of this Campaign?

The activation increased Lacoste database by over 2,000 people, they received a lot of social interaction with people using the #lacosteadvance tag. The activation was fun and we were constantly the busiest stand compared to the other brands at the show.

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BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kFamily and Adult audiences. Tour final, November 2012.
25 - 34Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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