Equipe is looking for "Next Novak
Equipe is launching a global campaign for Head featuring Novak Djokovic. The company is looking for young talent for the «Team Head» youth development program.
"Team Head promotes over 4,000 young talents worldwide and has already produced ATP stars such as Novak Djokovic and Andy Murray. However, global talent scouting is associated with enormous costs. It takes a whole armada of talent scouts to track down the next tennis ace in the remotest corners of the world. At the same time, it is essential for Head to discover talent early and retain it before the competition does.
When Equipe was commissioned by Head Tennis to give the global junior development program new impetus, the agency quickly realized that this challenge had to be solved with a digital approach. With the global "Next Novak" campaign, the agency is using Head's enormous digital reach and turning the tables, so to speak: instead of looking for talent worldwide, they are being asked to apply for "Team Head".
On the campaign landing page Next-novak.head.com young people between the ages of 8 and 14 can demonstrate their potential on the tennis court in just a few steps. To do this, they upload a short video with a few predefined stroke variations to the platform and have it assessed by the HEAD tennis experts. The process is simple and efficient, because you can tell immediately whether someone has talent. The campaign's testimonial is - as the name suggests - Novak Djokovic. In the teaser spot that Equipe shot with the world number 1 in Monaco this spring, the superstar calls on young talents to follow in his footsteps.
Ottmar Barbian, Head Executive Vice President Racquet Sports, is convinced of the impact of the campaign: "In just a few weeks, over 900 talented players from 80 countries have already applied. With conventional scouting, this would have taken several months - and cost significantly more." At the same time, Head is strengthening its image among young talent. And that is worth its weight in gold, because tennis players choose a brand early on and often remain loyal to it for life.
Responsible at Head: Lena Kempter (Communication Manager Online, PR & Partnerships Racquet Sports). Responsible agency: Equipe.
