Evian is celebrating the 10th year of its partnership with Wimbledon with a new month-long Live Young campaign, which launches on May 29 with an investment of over £350,000.
The campaign will be activated on digital out of home screens at various strategic locations across London, using geo and time-targeting technology to serve the content at the most relevant moments.
Following this activity, Evian will introduce its Wimbledon campaign at the end of June backed by £1.9m of marketing support. This will include a specific Championships packaging sporting a Snapcode, encouraging shoppers to scan it with their phone to unlock a Live Young Snapchat lens as well as a digital out of home activation in London at high traffic areas featuring reactive content to engage the brand’s target audience.
In addition the Wimblewatch-format will mark its return this year with a step change to generate increased engagement. The show will be broadcast on Facebook Live from the evian suite at Wimbledon, featuring celebrity guests and influencers while covering the best of the tournament beyond the tennis.
Aurelia Viennet, evian brand manager at Danone Waters UK & Ireland, commented: “We’re very excited to mark the 10th year of our partnership with Wimbledon. The tournament is the perfect fit for evian, and our campaigns have proved a big hit in the past, adding value to the bottled water category overall.
“Wimbledon is such an iconic event that is really about more than tennis. It taps into other themes and moments that people are passionate about. Throughout our campaign we’ll bring every aspect of the Championships to life in a youthful spirit to encourage consumers to experience Wimbledon to the full.”