Nouvelle campagne de communication pour les BNP Paribas Masters 2011

Nous sommes en pleine saison tennis, on vous a parlé d’Esurance mais aussi de l’opé Bjorn Loves John et du programme grassroots de la fédération américaine de tennis, entre autres. Retour sur l’hexagone avec le grand rendez-vous de cette fin d’année, à savoir le BNP Paribas Masters (BNPPM), qui se tiendra du 5 au 13 novembre 2011 à Bercy.

Pour cette 25ème année, le BNP Paribas Masters s’offre un relifting avec une nouvelle campagne de publicité qui reprend les codes de la culture urbaine pour l’affichage afin de parler à une cible jeune, urbaine et branchée, dixit Edouard-Vincent Caloni, directeur de la communication et du marketing de la FFT. Cette campagne, qui durera 3 ans, s’appelle « Tennis Indoorground » et a pour objectif de faire du BNPPM, l’événement tennis underground du circuit indoor.

Dans un esprit résolument street, les affiches (6 au total : Djokovic, Nadal, Murray, Federer, Soderling, Tsonga, Monfils) cherchent à montrer que le tennis reste un sport dynamique, énergique, combatif et spectaculaire et seront visibles sur les quais de métro parisien et via un réseau Decaux. Le dispositif sera complété par une vidéo virale Unbelievable Tennis mettant en scène Gilles Simon et Richard Gasquet, une application smartphone et un dispositif de street marketing.

Ci-dessous les visuels de la campagne et la vidéo virale :

[youtube]http://www.youtube.com/watch?v=IED-jX3LqVE[/youtube]

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2 Rétroliens / Pings

  1. Nouvelle campagne de communication pour les BNP Paribas ... | sponsoring | Scoop.it
  2. soirée FFT et camapagne Bercy Indoorground | Graine de Sportive

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