In year one, Barclays and Wimbledon proved they are Game, Set and Perfectly Matched – driving initial awareness of the partnership amongst fans, customers and colleagues.
This year, Barclays are “Here for your Every Goal”. In year-two of its partnership, Barclays built on the impact made in year-one – bringing the magic of Wimbledon to more colleagues than ever before.
So, in year-two, how do you create more buzz about a partnership that is already the most known (66% awareness) amongst colleagues?
You show them you are “Here for” Every Colleague.
From colleague 7,000 engagements in year-one, to 35,000 in year-two. Barclays drove awareness amongst colleagues through tennis-first activations at 11 campuses (offices) across three core regions, the UK, US and India.
Leveraging hero contractual assets, Barclays created synergies with on-site activations and a digital toolkit for all, including:
- Bespoke mini-umpire chairs for photo moments
- Replicated our on-site activation, a ‘Giving Locker’, through gamification to reward over 1,300 colleagues
- Distribution of strawberries and cream, bringing the taste of Wimbledon to colleagues
- Family-friendly final watch party on Men’s Singles in four cities across India
- Rewarded colleagues with tickets to The Championships through Barclays’ internal comms platform, Ticket Tuesday
- 20% off Wimbledon merch for all colleagues around the world on the retail site.
Away from the elite game, Barclays engaged 2000+ colleagues, including 5 global watch parties, in our all-new LTA partnership – helping deliver 100 Barclays x LTA Free Park Tennis sites by the end of 2024.
