The LTA, The National Governing Body for Tennis in the UK – have a Membership proposition for tennis players and fans providing a range of benefits from competitions with “money-can’t-buy” prizes, priority tickets to major tennis events (including Wimbledon and the Fever-Tree Championships) as well as exclusive content and topical news.
Following the release of the five year strategy “Tennis Opened Up” and with the intention of encouraging an increase in the number of fans on their membership database, the LTA asked us to devise the messaging and creative concept for a social media advertising campaign promoting a series of exciting competitions.
LTA briefed us to design a bold creative style for this digital marketing campaign that would be attention grabbing, whilst following the constraints of the LTA master brand guidelines which dictate typefaces, colours and use of graphic shapes.
The resulting animated social media campaign incorporates strong messaging and fresh imagery together with eye-catching swiping angled shapes and text to entice interest.
We created detailed storyboards for competitions which include the chance to win Adidas US Open tennis kits and an all expenses paid trip to the 2020 Australian Open.
Animations have been created for Facebook, Instagram and Twitter social channels.
Our strategic thinking and approach
We began this digital marketing project by analysing the existing (print) membership advertising which had failed to bring the desired results. We surmised that the imagery being used across the series of adverts did not feel aspirational nor clearly illustrate the prizes on offer: The use of photography provided little emotional connection to the benefits of entering the competition (the prizes!).
The current messaging and order of copy did not clearly provide the necessary “hook”. We proposed a switch in the order of the delivery of information bringing the key benefit – the hook – to the front of the messaging.
We set down guidelines for imagery and key frames and designed in-depth storyboards for several forthcoming competitions together with a series of templates for the concept and approach to be rolled out to further promotions and competitions in the future.
See also our branding for the 2019 Fever-Tree Championships at The Queen’s Club