2013 Bronze Best Integrated Campaign

Client evian

How did the campaign make a difference? This year, evian® wanted to become the single most talked about Wimbledon sponsor, by adding some of their Live Young spirit. The Wimbledon Wiggle got a 70% share of social conversation and reached 90 million people across social media, online and traditional news channels.

What details of the strategy make this a winning entry? evian® wanted to implement a socially-led campaign that would own the conversation in the crowded Wimbledon sponsor market, while injecting some Live Young spirit into the tournament. Brits can be a bit reserved when it comes to celebrating tennis. Using this insight, it was decided to get rid of stiff-upper-lip Britishness by creating the Wimbledon Wiggle: a socially shared dance move, backed by a cross-channel campaign.

How did creativity bring the strategy to life? The Wiggle is based on an exaggerated version of the movement tennis players make when they're awaiting their opponents' serve; a kind of booty wiggle, hands clasped. It's an easily recognisable move that anyone can do and that evian® could own. It leveraged the juxtaposition between Live Young and quintessentially British traditions to create an engaging and fun experience. Every dance move needs its own music video, so a 60-second film was created, featuring an exclusive soundtrack by TigerMonkey. The film included a call to action to a Facebook app where fans could upload their own Wiggle videos for a chance to win VIP Wimbledon tickets. Plus there were ten evian® tennis balls and Baby and Me postcards being given away, signed by Maria Sharapova. The app allowed people to view a gallery of wiggles, plus evian®'s favourite wiggles, then vote for their favourites. Even celebrities couldn't resist the Wimbledon Wiggle, with Holly Willoughby, Nick Grimshaw, Mollie from the Saturdays, the Downton Abbey cast, Maria Sharapova and Jonathan Ross all getting their wiggle on. The best wiggles were broadcast on outdoor digital screens across London every day before the live BBC coverage of the tournament started.

Results Weird and wonderful Wiggles flooded in from all over the UK, many in fancy dress, from people of all ages. Over 80,000 engaged with the campaign by uploading and watching Wiggles, voting for their favourite or interacting via the evian® social channels. By the end of the campaign, news of the Wimbledon Wiggle had reached a massive 90 million people across social media, online and traditional news channels. Press hailed the campaign as a huge success with comments that included this: "the hands-down most popular official tournament sponsor was Evian..."