A Court Like No Other Where Legends Live On
In a unique approach to celebrating Argentina’s tennis heritage, we launched “A Hundred Years of Clay.” This initiative aimed to bring mystique back to the country’s central court by collecting clay from courts across the nation where Argentine tennis legends first honed their skills. From Guillermo Vilas's Club Náutico de Mar del Plata to Juan Martín Del Potro's Independiente de Tandil, clay from iconic locations was brought together to create the Guillermo Vilas Central Court, the stage for the Davis Cup vs. Lithuania.
The strategy hinged on a crafted narrative that resonated with the shared history of Argentine tennis, tapping into the nostalgia and pride associated with Argentine tennis legends. The collection of clay from iconic locations lent credibility to the campaign, while multi-channel activation – leveraging audiovisual pieces, a media event, and social media – maximized reach and engagement. Strategic partnerships with tennis legends, current players and media outlets further amplified the message.
Rekindling National Pride
In a nation dominated by soccer, the AAT successfully leveraged the Davis Cup to rally the country behind tennis. "A Hundred Years of Clay" reminded Argentinians of their rich tennis heritage, reigniting passion and solidifying the sport's place in the national consciousness.
All national newspapers featured the activation and the two biggest sports networks in the country, TyC Sports and ESPN, aired special segments covering the activation on live TV. Social reach soared and most importantly, series tickets sold out.
