To change the face of tennis, without changing the actual rules of the game and without having to depend on the players, we knew that our best bet was to leverage supporters.

Under the motto « Support tennis like never before », we created the We Are Tennis Fan Academy, led by John McEnroe as its Captain.

The We Are Tennis Fan Academy is an institution for the most dedicated tennis fans. It has one main objective: to change tennis as we know it, by energizing the usually calm supporters of the sport. We bet on the strong character of McEnroe to play on the codes of the bootcamp and offer to the public a new experience breaking the established codes of the tennis.

Leveraging Roland Garros' worldwide audience, we teased the campaign using surprising stunts, announced the launch of the school with a press conference led by McEnroe, and encouraged people to register online via a print, digital, outdoor and TV ad campaign.

We achieved this by leveraging the biggest tennis fans, which we identified using a highly selective recruitment process:

McEnroe encouraged the tennis fans to prove their enthusiasm by sharing videos proving their passion on the We Are Tennis online platform.

The best fans were qualified to be part of live interviews with McEnroe via webcam, which were streamed on the website. Those selected by the Legend, joined the "WATFA" in the UK to train and pump up crowds in stadiums for the Davis Cup.

Their training was broadcasted on social networks, catching the interest of a wider audience, and their enthusiasm during games was clearly visible in stadiums & onTV

- More than 1000 fans trained to fired up 40 tennis games around the world.

- More than 200 000 spectators reached in stadiums.

- More than 500 000 interactions on social networks.

- 30 million views of the campaign (TV + Web).

- More than 150 press coverage around the world.