We helped Evian, one of five main sponsors, own 70% of the brand conversation around Wimbledon 2013. How?

By bringing Evian’s ‘Live young’ spirit to a normally very British, civilised tournament.

We knew our audience of ‘young aspirers’ enjoy Wimbledon, but aren’t hard core tennis fans. But they certainly love their music and also love Evian’s irreverent sense of humour. So we’d attempt to create a dance craze for the tournament. So we invented the ‘Wimbledon Wiggle’ - a fun dance based on that hip swing players make when awaiting the serve.

Of course, any self-respecting dance move needs its own dance track. So we commissioned one from up-and-coming band Tiger Monkey. And any decent dance track needs its own music video – so we made one of those too.

This drove thousands of people to a Facebook hall of fame where anyone could upload their own wiggles. (We saw hundreds of funny interpretations from men, women, children, even animals.) The best Wiggles were broadcast on outdoor screens across London every day before the live BBC coverage of the tournament started.

Over 80,000 people engaged with the campaign by uploading and watching Wiggles, voting for their favourite or interacting via the Evian social channels. The campaign reached a massive 90 million people. Evian was by far the most talked about sponsor of the tournament, with 70% of the social conversation.

We turned the year’s grumpiest month into #LiveyoungJanuary.

Every day throughout January, evian suggested a different way people could ‘Live young’. The missions responded to news stories we knew people would be talking about, such as Kate Middleton’s birthday and the National TV Awards. They also tapped into current playful memes, such as taking selfies of pouting.

We ran competitions on social media to encourage consumers to complete the missions. And we took to the street too with a series of hidden camera pranks to cheer people up, including an epic en-masse spacehopper commute.

A very happy start to 2014.

evian’s sales figures shot up 19% compared to last January.

We reached 14 million people on social channels, driving over 18,000 interactions. The outdoor and print ads reached over 40% of our demographic in London (18-44 year old women) with an average 7 opportunities to view.

On Facebook, evian UK received 5,500 new likes. Twitter fans showed how they were ‘living young’ in January with almost 700 responses.

Total interactions were up by over 70%, meaning more people than ever got involved with evian’s challenges to beat the winter blues.