To help the tennis champions prepare for the finals, the team at PrettyGreen created a unique and unusual training court in the tunnels underneath the streets of London, so that the brothers could train with zero distractions.
The stunt, which took place in the same week as the EU referendum, intended to generate mass PR coverage in sports, news and lifestyle media and social buzz. Themed around Andy and Jamie's commitment to training, the team captured photography and video footage, along with a series of media interviews.
To maximise social media buzz and drive direct interaction with consumers, PrettyGreen used one of the iconic images to create a fan-generated mosaic of Andy Murray, via the hashtag #murrayWILL.
Mark Stringer, founder of PrettyGreen, said: “PrettyGreen is all about driving brand fame. Under Armour tasked us with doing just that with Andy Murray around Wimbledon this year. Our challenge was not only was to cut through all the noise surrounding the tournament but also to strengthen their association with Andy, dominate the share of voice and to showcase the brand’s key principles of constantly innovating.
“We needed to communicate the 24/7 training mentality of their athletes; creating a bespoke training area under the streets of London allowed us to tell the story of Andy’s dedication to winning Wimbledon for a second time, and that no stone would be left unturned as Under Armour helped him prepare for the biggest tournament of the year.”
The stunt appeared in a selection of newspapers and generated a 60% increase in Wimbledon centred conversation on social media.