Interactive Winner
THE CHALLENGE
To get fans of the WTA and tennis alike, who have little or no awareness of SAP’s role in tennis, to better connect SAP to tennis whilst adding value to their enjoyment of the sport they love.
SAP is all about the experience economy; our goal was to upgrade the fan experience and make fans smarter - delivering insight so fans can articulate their opinion with intelligence, giving them a stronger connection to other fans and clearer sense of fan identity. Utilisiling SAP ambassador and (then) reigning Wimbledon Champion, Angelique Kerber, to drive awareness during a key heat moment in the tennis calendar - Wimbledon 2019.
Capitalising on the gamification trend, we created an interactive, ‘Bandersnatch’ style video game that replicated Kerber’s typical day prior to a big match during a tournament.
Watch the TEASER below.
Fans were given the unique chance to step into her shoes – challenging them to make the crucial decisions during her preparations, to ensure she’s ready and in peak condition for the match.
Fans faced a series of binary choices – making decisions around such things as fitness and nutrition, training and match preparation. Helping them discover what it takes for the professionals to be at the top of their game, and how SAP technology helps them stay there.
They were given a score at the end to show how well they have performed and how “match ready” they are – to spark conversation and drive debate on social.
Through teasers and promotional assets on social media, fans were driven to the bespoke microsite to play the game,
SOCIAL
Shared across SAP Sports, WTA and Angelique's own channels. The fans embraced their competitive sides and eagerly shared their 'match ready' results.
RESULTS
Over 9.6m impressions
Over 3.4m reached
Over 4.3m video views of social teasers
Over 16k users played the game on the microsite
Featured on ‘Best Ads’ list July 2019
STORYLINE
A day in the life of Angie prematch, where you make decisions about what she should eat, train, relax and how to spend her evening. Fans are given stats and insights along the journey, and when they get choices wrong, they better understand why Angie makes the decisions she does. The result? Smarter Fans!
Role - Creative Director
Production - V8 Filmproduktion Berlin
