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Two different but related campaigns have been developed to capitalize on our commitment to tennis and the fantastic opportunity that the Davis Cup offers BNP Paribas to reinforce its image around the world.
Initial Print Campaign:
The first print campaign is an ad with a vintage feel. It recounts a bit of the history of the Davis Cup, with photos from the early 1900s of the founders, and explains the connection between the Davis Cup, the French Open and the Group.
This ad will appear on February 8, on the first day of the initial round of the Davis Cup, in the American, Asian and European editions of The Wall Street Journal and the world-wide editions of the Financial Times and the International Herald Tribune. In addition, the ad will appear in major French newspapers and magazines.
The Davis Cup provides an incredible media opportunity for reaching a world-wide television audience, but this might be an audience that does not know who BNP Paribas is. Thus, the major challenge of the commercial is to explain not only who and what BNP Paribas is but also what role we have in the Davis Cup. The television commercial quite cleverly meets the challenge. The first image is of a business man, a BNP Paribas banker, sitting at his desk working. But there is something a bit odd because we hear the noise, not of an office, but of a tennis match and an excited crowd. The camera pulls away and we see that the banker is in fact sitting in an tennis umpire's chair. The sound track of the commercial simply states; BNP Paribas, the bank for a changing world-Title Sponsor of the Davis Cup. In a mere 10 seconds, the viewer sees and hears who we are and what we are doing in the Davis Cup. Four different commercials were developed with the same theme of a banker working during a tennis match. Click on the images below to see the 6 seconds films (mpg - 625 ko) :
The television commercials will be seen during the first and second rounds of the Davis Cup, from February 5 to February 11 and from April 2 to April 8, during the semi-finals from September 17 to September 23 and during the finals from November 26 to December 2. Bloomberg TV in Europe, Asia, Latin America and the U.S., CNN in Europe, Asia and Latin America, Euronews and Eurosports will be broadcasting the commercial during the four rounds.
Second Wave Print Campaign:
Starting with the second round of the Davis Cup in early April, we will be running a print campaign based upon the television commercial. The visual for the campaign shows a banker's cluttered desk and behind the desk rises the tennis umpire's chair. This ad is slated to appear in the international press, starting with the second round in April and continuing during the final two rounds.
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