Title	WIMBLEDON
Brand	BBC
Product/Service	BBC SPORT
Category	A08. Sports Entertainment
Entrant	BBC London, UNITED KINGDOM
Idea Creation	BBC CREATIVE LONDON, UNITED KINGDOM

Name	Company	Position
Sean Fenelon	BBC Creative	Creative Head
Matt Rhodes	BBC Creative	Director
Ellie Putt	BBC Creative	Creative
Patrick Greene	BBC Creative	Producer
Aidan McClure	BBC Creative	ECD
Laurent Simon	BBC Creative	ECD

The Campaign

• Creatively we wanted to show a side to Wimbledon that had not been seen before – we did this literally by using unusual camera angles (such as ball cam and picnic hamper cam) in our launch trail to get viewers closer to the action, and online we created content which raised awareness of elements of the tournament they may not have come across before such as our documentary on the Wimbledon Wild Card Playoffs.

Creative Execution

We delivered a 360 campaign across TV, Radio and online. Starting 2 weeks out, we had a broad range of assets on-air and in a digital space. The launch trail was released first, followed by radio and the on-air multi-platform trail telling viewers how they could view Wimbledon across the BBC. The campaign continued throughout the 2 week tennis tournament with new content reaching our online audiences such as; the excuse generator for Murray V Federer (a social piece of content that gave viewers fun ‘excuses’ to watch the game while at work; the umpire game for Facebook for viewers to make the ‘IN or OUT’ call; and the documentary following the tough journey of a lesser known female player trying to book her place at Wimbledon. The range of content in all these areas meant we were able to serve a wider audience – not just tennis fans but

The TV campaign reached 64% of the UK population and was seen at least once by 32 million adults, radio reached 37% of the adult population with around 10 million hearing the trail once across the networks it appeared on. Radio reached over 39% of the adult audience across BBC Radio 1, 2, 4 and 5 live. Online, the promotion for the tournament delivered 1million impressions (views) when they appeared on the BBC Homepage across a 5 day period.

Wimbledon is biggest annual sporting event on the BBC, covering all the matches over the fortnight and has broad appeal to a main eventers audience.

• Our campaign thought was EVERY POINT, EVERY ANGLE – the launch trail encapsulated the Wimbledon fortnight, and the other campaign elements focused on giving a different perspective to a tournament the BBC has covered for almost 80 years.