While not an official sponsor of Wimbledon, Ariel wanted to attach itself to the event. It fitted perfectly with its brand idea of ‘Serving up Championship Whites’.

 

So we created an activation idea that dominated the journey to the All England Lawn Tennis Association.

 

We covered underground escalators with posters. And filled tube carriages with ads written in the style of legendary tennis commentator Dan Maskell.

 

When tennis fans arrived at Southfields Tube Station, they found themselves standing on Centre Court with an umpire adding live commentary.

 

So we created an highly relevant on-pack promotion; every pack of Ariel came with a free tennis lesson.