#MyWilson, la nouvelle campagne de l’équipementier Wilson

La relation entre un athlète et son équipement est particulière. Quand les choses vont bien et que les victoires s’enchaînent, l’équipement est vénéré et adulé par l’athlète alors que les enchaînements d’erreurs entraînent la cassure de la raquette, le jet de la chaussure contre le mur, etc. Dans la nouvelle campagne de marque, Wilson Sporting Goods célèbre cette relation unique, qu’elle soit dans le monde amateur comme professionnel, dans les bons et les mauvais moments.

« Lors de nos discussions avec les athlètes, nous avons rapidement remarqué que l’équipement était le véritable élément qui suivant l’athlète dans les hauts et les bas », a déclaré Amy Weisenbach, Vice-Preident de Wilson en charge du marketing. « Au final, nous connaissions cet insight mais nous voulions dans cette campagne le remettre au coeur. »

Au coeur de cette campagne, intitulée « My Wilson », on retrouve un film publicitaire de 60 secondes qui mêle des images d’athlètes professionnels comme Serena Williams, Roger Federer ou encore Kerri Walsh Jennings avec des athlètes amateurs. L’histoire est racontée par différents athlètes, illustrant leurs propos en jetant par exemple leur équipement par terre en signe de frustration.

Cette publicité est donc l’occasion pour Wilson d’illustrer et renforcer le positionnement de la marque comme celle qui est là dans les victoires comme dans les défaites.

Pour activer cette campagne, Wilson a décidé d’inviter les fans à publier une photo d’eux avec leurs équipements et de la poster sur leurs réseaux sociaux avec la mention #MyWilson. Un jury d’employés Wilson jugera les contenus et décidera des vainqueurs qui verront leurs contributions intégrer dans une nouvelle version du film, diffusé sur le digital. Wilson reversera aussi 1 dollar pour chaque photo soumise sur le hashtag #MyWilson à des entreprises et structures faisant la promotion du sport auprès des jeunes. Pour info, il y a à date, un peu plus de 1 000 contenus sur le hashtag.


Bien que le corps de la campagne se situe sur le digital et les médias sociaux, Wilson ne pouvait se passer des médias plus classiques comme la télévision, en cette période chargée d’événements que ce soit l’U.S. Open bien évidemment mais aussi le début de la saison de NFL et la suite du championnat de football américain universitaire.

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