Project

BNP Paribas X BC

We Are Tennis Fan Academy

How to make tennis more modern, festive and popular? By positioning supporters at a campaign called ‘support tennis like never before’. The We Are Tennis Fan Academy was born!
we-are-tennis-fan-academy-bnp-paribas

Guillaume Pellan

Agency: We Are Social
Role: Senior Account Manager Responsabilities: Production, Creation, Project Management, Community Management

The context

In 2015, BNP Paribas aims to increase its international awareness and positioning through its tennis sponsorship media brand: “We Are Tennis by BNP Paribas”.

How to make tennis more modern, festive and popular by creating an activation that can be taken up or declined by the majority of its markets throughout the year?

As they cannot change the rules of tennis and are limited by numerous constraints around the courts, supporters have been placed at the heart of the campaign through the – support tennis like never before – promise. The ‘We Are Tennis Fan Academy’ was born and embodied by the legend John McEnroe, it was the trigger for tennis fans to become super fans, capable of transcending the stadium atmosphere to create an image of more fun and accessible tennis.

In the quest to recruit the best fans, an unprecedented digital face-to-face between them and McEnroe was created, offering them the dream of being the players of the game in the stands of the biggest ATP Tour tournaments. Following specific training, they were able to attend top level matches in ultra-privileged conditions.

The operation was supported by an official McEnroe press conference at the launch, a TV, press and digital campaign. Social media has been key in recruiting fans and highlighting the content produced on each Fan Academy for 5 years now.

results

1,000 fans trained at the We Are Tennis Fan Academy

8 tournaments around the world, and 37 matches

150 000 spectators - 10 Million views for the film

30 Million reach on social networks

Awards

For We Are Tennis Fan Academy by BNP Paribas / Oct 2016 – TOP/COM GRAND PRIX Consumer​

For We Are Tennis Fan Academy / May 2016 – Mixx Awards​

For We Are Tennis Fan Academy / Apr 2016 – Grand Prix du Brand Content 2016​

“We Are Tennis Fan Academy” by BNP Paribas // Apr 2016 Webby Awards 2016​

For We Are Tennis Fan Academy : best use of event honor // Dec 2015 – Cristal Festival 2015​

For We Are Tennis Fan Academy : integrated // Dec 201 – Festival 2015​

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