"We Were There" celebrates 40 years of partnership between BNP Paribas and French tennis by creating a one-of-a-kind web documentary on the last 40 French Open and demonstrate the brand historic values: generosity and loyalty.

From players to spectators, referees to ball boys, officials, doctors, celebrities, "We Were There" captures all the memories, stories and anecdotes from who ever attended Roland-Garros, on the court, the stands, or in front of the TV.

We collected testimonies of players, former players, referees, ball boys, stewards, doctors, coaches, journalists, spectators, viewers and listeners to produce hundreds of unpublished stories told by their own protagonists, some well known, others never heard before.

Videos of the stories were embedded onto a digital 3D representation of the French Open stadium, available on wearetennis.com. People were able to navigate in Roland-Garros and browse through all the videos. The more people would contribute to the platform posting their memories, the more they would increase their chance to win one of the 15 dreams that we made available.

All of the dreams are a once-in-a-lifetime experience, that money can't buy: bring the trophy to the tournament winner, perform the toss for the final on the centre court, be the official tournament photographer, perform the tournament draw, etc.

The campaign started with a teasing phase enjoining tennis fans to post their untold memories of the tournament, followed by a second phase where we advertised the dreams.

We produced 149 two-minute-videos that were distributed online. 21 of these videos were exclusively edited for France Televisions and broadcast in a mini-series format of 52 seconds, with BNP Paribas billboards at the beginning and the end of the videos. These mini-series were scheduled every day before the national news on France 2, and during games on France 4. We also had a TV ad running at the same time, using the same visual and audio codes of the mini-series, again to reinforce direct association with the brand message and the short videos. All TV content redirected to wearetennis.com where people could browse throughout the 149 short videos.

'We Were There' resulted in the production of 149 short videos, 20 from which were broadcasted on national television generating over 12 million-views exposure. Online videos were streamed 700K times, 600K users visited the dedicated campaign website and BNP Paribas’s We Are Tennis saw a 20% increase of its Facebook fan base. It also led to over 100K BNP Paribas clients setting an appointment with their bank manager during the tournament period, with the chance of having their meeting moved in the stadium during a tennis game. 63% of the French population remembered being exposed to the campaign.