To launch the new CX Control Series, Dunlop invited members of the press and global tennis community to the launch event in New York City. Our brief was to create a complete campaign to effectively communicate the new CX Series of rackets and their technology and features.
We launched the campaign with “Journey for Perfection”, a 60-second film starring one of Dunlop’s lead players, Wimbledon finalist, Kevin Anderson. We combined live action footage to carry the brand message, and motion graphics to demonstrate the product technology.
This was the first campaign since the brand’s revival and had to serve a dual purpose: introduce the new brand positioning and launch a new series of control rackets.
The campaign included a 30-second TV edit and shorter cuts for social media. These were supported by print and banner ads, web page, brochure, seeding box and POS marketing assets.
The Dunlop Team received positive feedback from players and retailers all over the world, as well as increased global sales. Also, the team has a huge sense of pride at being back as the sports brand to watch, once again.
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