Stratégies, the French communications magazine, has given a Brand Content award to the “40 Years of Partnership with Roland-Garros” marketing campaign, conceived for BNP Paribas in 2013 by the agency Sid Lee.

The operation aimed to retrace BNP Paribas' 40 years of loyalty to the French Open via the voices and anecdotes of those who have, in their own way, helped created the history of the tournament: from top-ranked players like Serena Williams, Na Li, Chris Evert and French champion Yannick Noah, to family members of the players, lines judges and coaches. A series of videos brought their stories to life. The general public was also asked to contribute their own memories of the French Open and to post them onto a virtual replica of Centre Court, linked to BNP Paribas' existing We Are Tennis site.

The idea behind the campaign, according to Sébastien Guyader, head of Sponsoring, Brand & Advertising, was to be innovative, generous, and to communicate both the Bank's closeness to people and its loyal commitment to the game of tennis in all its forms.

See the rankings for the Stratégies Brand Content Awards 2013 (French only)

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