Telecom firm Vodafone has this week launched #FeelTheConnection, a new integrated campaign in the run-up to this year’s Wimbledon Championships.
As the tournament’s ‘official connectivity partner’, a range of British tennis stars have been recruited for the campaign as Vodafone brand ambassadors, including Alfie Hewett, Gordon Reid, Emma Raducanu, Jack Draper and Jodie Burrage.
Developed by creative agency Ogilvy, the campaign is spearheaded by two emotional 30-second spots featuring serial wheelchair champions Hewett and Reid, celebrating their triumphs over their disabilities to become elite sportsmen.
The films explore the theme of connectivity through the medium of both men’s close and loving relationships with their parents, and how their support has made them the men they are today.
Social activity will be kicked off with a message of support from 2021 US Open champion Emma Raducanu, who will miss this year’s championships through injury.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
“At Vodafone we understand how the power of connection can improve lives and our partnership with Wimbledon has given us the opportunity to tell a meaningful story that brings this to life,” Vodafone UK head of brand, Maria Koutsoudakis said.
“For two incredible champions who wake up every day in the pursuit of excellence, the ability to always be able to connect with their families was a story worth telling.
He continued: “To be able to connect their story with the wider British public is an honour and we hope we can use the power of connection to fuel them, and our other ambassadors to success at Wimbledon.”
The creative will run across TV and out-of-home in the weeks running up to the start of tennis’ showpiece event, with social media activity to begin on 26 June.
Ogilvy UK managing director of Team Vodafone, Justin Cox added: “Vodafone and Ogilvy UK couldn’t prouder of the #FeeltheConnection campaign.
“Alfie Hewett and Gordon Reid are two of Britain’s best tennis players and you can’t help but be humbled by what they have achieved both on and off the court. Celebrating them, their connection to family and the sport they love, is a dream for any brand and agency.”
