Solution

Strategic DOOH to connect with fans at every stage of the journey

To gain visibility in such a competitive context, a programmatic DOOH campaign was designed using the Displayce DSP, with strategically selected screens along the fan journey to Roland Garros. The action was executed through various exclusivity partners, such as JCDecaux and Mediatransport, allowing access to a wide network of key locations across the city.

The campaign started at the arrival terminals of Paris-Charles de Gaulle airport, surprising travelers from the very first moment. Brand presence was amplified during peak hours in metro and train lines leading to the venue, ensuring Wilson accompanied fans on their way to the tournament.

Coverage was reinforced around the stadium, especially during the busiest entry and exit times, and extended to iconic spots in Paris monuments and tourist zones connecting the brand not only to the tournament, but to the city itself.

To measure impact, a Brand Lift study was conducted, confirming the success of the strategy: Wilson managed to stand out and leave a mark.

Results

Visibility, recall, and brand preference during the clay season

Wilson's DOOH campaign during Roland Garros not only achieved strong and effective presence, but also exceeded initial expectations. The campaign delivered over 1.6 million impressions and more than 190,000 ad plays  a +35% increase over the original forecast. Additionally, it achieved notable cost efficiencies: cost per play was 35% lower and CPM was reduced by 15% compared to projections. This was made possible by a strategic and optimized activation across 92 screens along the fan journey to the tournament.

The impact was not just quantitative, but also qualitative. The Brand Lift study revealed very positive results:

• Ad recall above the industry benchmark  a sign of effective and memorable execution.

• Brand attribution was clear  the audience correctly identified Wilson as the advertiser, confirming the strength of the creative message.

• Brand familiarity increased  reinforcing awareness among the exposed audience.

• Brand consideration improved  more people expressed intent to choose Wilson in the future.

• Brand preference grew versus competitors  thanks to the association with a premium environment like Roland Garros.