This is the sixth year of Evian sponsoring Wimbledon

We are social found that people we already using the live young tag line in tweets without any prompting

Out of office brainstorming session led to an idea that wasn’t received well by the client. Back to the drawing board…

Wimbledon wiggle came from how the server in a tennis game does a quick ‘wiggle’ before serving. Its obvious and recognisable.

They commissioned some music and created this video:

There was a low barrier to entry for the wiggle.

They created a Facebook app for users to upload their video. Then celebrities including Jonathan Ross joined in. Then Sharapova, who was already an Evian brand ambassador, wiggled.

The best wiggles were shown on outdoor public screens.

80,000 people interacted with Evian, with a 90 million reach

Evian achieved almost 75% share of voice for Wimbledon last year despite having a lower budget than other sponsors such as HSBC and Rolex.

See the other presentation notes from ad:tech.