The Drum’s ‘Ad of the Day’ has recently featured Wimbledon’s 2018 championships advert, shared mainly via Twitter, Facebook and Instagram. The #TakeOnHistory campaign celebrates the 150th anniversary of the All England Club, and 50 years of Open tennis, whilst giving insight into how Wimbledon has progressed since its beginning in 1877.
‘In pursuit of greatness’
Viewers can expect to see the clear origins of lawn tennis in the advert, with overly dressed men and women, followed by a short glimpse of hand-drawn animation of Spencer Gore – the first champion. The advert then takes viewers on a trip, moving from black and white into colour following significant turning points in the championships’ history, from horse drawn lawn rollers to motorized, and hand changed scoreboards to ones with lights as we follow each player hit a ball as if in one continuous volley. To end the advert, manga anime-style characters depicting a powerful Roger Federer and Serena Williams aim to show how the All England Club has changed and improved since its founding. Although some of us in the Smart Cow office feel this section is more reminiscent of a-ha’s ‘Take On Me’ ground-breaking video of the 1980’s!
The campaign message
The campaign of #TakeOnHistory coincides with Wimbledon’s statement that it “champions a philosophy of constant improvement, which it demonstrates through content, its partners and its players”. The marketing strategy has a strong focus on seeding out content via social media outlets with different main characters being interchanged to suit various target audiences, making the campaign all encompassing.
Wimbledon’s #TakeOnHistory is fit to be a great campaign, utilising visual content to its full advantage as well as a dedicated hashtag to the campaign making it easy for reposting. In a previous blog we reported that it is all about getting visual this year. With 82% of Twitter users watching video on the channel, not only is it important for your business to join the social media conversation it is important to get the most out of your social channels to grow your business reach.
Get in touch
Call Smart Cow marketing today on 020 3137 1826 or email if you’re looking to kick start your digital marketing campaign fit for champions.