Dunlop Racket Sports is an established sports brand working to provide quality, innovative tennis rackets, balls and accessories to racket sports enthusiasts around the world.
Dunlop’s heritage emanates from a love of sports. Their ambition is to create technically progressive products that let players, amateur or elite, junior or senior, enjoy their passion for the game.
Dunlop had recently had a change of ownership. This presented a unique opportunity to reposition the brand through its marketing activities.
The first opportunity to change their consumer communication was for the launch of two new tennis rackets the CX and CV series.
Dunlop wanted to use this moment to create a product launch that shared these new products and their technical attributes but also worked to focus on their love of the game, increase awareness of its latest partnership with Japanese brand Srixon and re-establish itself in the premium racket sports category. Dunlop was back.
In response to their brief, Brandwave’s strategic and creative teams developed the “#WeAreOne” campaign. This campaign sought to take a step away from the typical technical and unattainable athlete led campaigns and consider why players amateur and professional alike play tennis. We believe it’s because of their inherent love for the game.
The creative execution aimed to communicate four key areas to respond to Dunlop’s brief:
With a lot of brands focused on elitism #WeAreOne is a campaign that aimed to connect the player to their racket, highlight the new Dunlop Srixon partnership and bring the tennis community together.
The Racket Series
The campaign allowed us to provide information about the features and benefits of the CX and CV racket series, but also highlight the more emotional elements associated with playing tennis and how it makes the player feel.
The campaign portrays the feeling of togetherness that tennis brings, whether you’re a professional or an aspirational amateur, you play because you love the game.
Dunlop is Back
The confidence in the visual elements of this campaign also demonstrates Dunlop’s dedication to players to create the best equipment for them to play a sport they love.