Jaguar will from next Monday July 1, 2019 start serving daily highlights and live scores to tennis fans across the country as it becomes the broadcast sponsor of Ocean Outdoor’s UK-wide coverage of the Wimbledon Lawn Tennis championships.
Markus Carlson, Jaguar Marketing Communications Manager, said “We are incredibly proud to be the official car partner of Wimbledon for a fifth year. Using digital out of home as a content distribution channel allows us to maximise our association with The Championship, connect with Jaguar prospects and bring the thrill of the tournament to tennis fans across the UK.”
As the Official Car Partner of Wimbledon, Jaguar is amplifying its sponsorship of the world’s most eminent tennis tournament with the first ever showing of match highlights and real-time scoreboards from The Championships on out of home screens. Every six minutes, a 60” sponsored show reel will run across 28 full motion, premium large format digital screens in nine major UK cities across the country. Throughout the creative and experiential activation, Jaguar’s I-PACE will be the hero marque.
Jaguar will also show live screenings of first-round matches of Jaguar brand ambassadors Johanna Konta, Kyle Edmund and Canadian Milos Raonic at Westfield Stratford, and the women’s and men’s singles finals at Westfield Stratford and Westfield London.
The Westfield screenings will be supported by a fan zone at Westfield London (created by sports marketing agency CAA) and an experiential zone at Westfield Stratford supported by local Jaguar dealership, Rockar. A social influencer campaign and Twitter sponsorship will also support the sponsorship, providing an ‘always on’ presence across social media throughout the tournament.
Planned by dentsu X and out of home and location marketing specialist Posterscope, in collaboration with creative agency Spark44 and Ocean Outdoor, the content distribution campaign – the first of its kind – will run in London, Birmingham, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, Newcastle and Nottingham from 1st to 14th July.
Kristina Mestsaninova, Managing Partner at dentsu X, told us “The primary objective from the client’s brief was to make Wimbledon live beyond the SW19 postcode, making it unmissable that Jaguar sponsors the tournament. We set out to build a truly integrated campaign that brought together and made the most of the entire ecosystem of owned, earned and paid elements.”
This ground-breaking approach to The Wimbledon Championships demanded original and fearless creativity. Working with Jam VFX, Spark44 created a unique and visually-led concept to promote the partnership – a world on the surface of a tennis ball, navigated by the all-electric Jaguar I-PACE.