Lacoste Godó Activation

LACOSTE ACTIVATION BARCELONA OPEN BANC SABADELL | 65ยบ GODร TOURNAMENT

BRAND SPACE GODĂ“

INTRO The Barcelona Open Banc Sabadell, Trofeo Conde de GodĂł, is the oldest tennis tournament in Spain and one of the of the most prestigious clay court tournaments on the circuit worlwide.

Between the 21st and the 29th of April the best tennis in the world will gather in Barcelona.

A great opportunity to reconnect the brand with its origins - high level, almost aristocratic sport - and modern life, a perfect window to its audience.

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LOCATION

BRAND SPACE GODÓ

Lacoste’s brand activation space is located below the grandstand by the end of the Fan Boulevard, a crossing point for all visitors to the tournament, a walkway of entertainment.

THE LACOSTE BRAND SPACE

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BRAND SPACE GODÓ

BRAND ACTIVATION

GODÓ TOURNAMENT LAYOUT

BRAND SPACE GODÓ

THE FAN CORNER. The Fan Corner is the big highlight at the Fan Boulevard, providing fans entertainment throughout signing sessions with the players, interviews, pictures with the trophy, contests, etc.

Lacoste’s brand space is located just opposite the Fan Corner.

Lacoste can use the Fan Corner for a specific action, subject to the tournament’s agenda availability.

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BRAND SPACE GODÓ

THE LACOSTE BRAND SPACE

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BRAND SPACE GODÓ

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Area de Referencia

0.29

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0.29 9.00

3.71

4.80

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THE LACOSTE BRAND SPACE

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BRAND SPACE GODÓ

LAYOUT

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BRAND SPACE GODÓ

FACADE

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BRAND SPACE GODÓ

THE MISSION

SPONSORSHIP MAIN GOALS

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INCREASE BRAND INTERACTION

PRESENT A NEW CONCEPT STORE

CONNECT WITH THE TARGET AUDIENCE

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BRAND SPACE GODÓ

CREATE AN INTERACTIVE SPACE FOR CUSTOMER ENGAGEMENT - FRESH AND FUNFOLLOWING THE MOST INSPIRING AESTHETICS OF LACOSTE SAVOIR FAIRE.

BRAND INTERACTION

PRESENT THE FIRST CONCEPT STORE OF THIS KIND IN SPAIN. A REAL BRAND EXPERIENCE.

APPROACH LACOSTE’S SPORT LINE TO CUSTOMERS TARGETING A 35- 50 YEARS OLD AUDIENCE.

NEW CONCEPT STORE

CONNECT TO OUR TARGET

BRAND SPACE GODÓ

HOW TO ACHIEVE THESE GOALS?

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HOW TO

FUN

TO PROVOKE A SMILE, A COMMENT, A PICTURE. IN SHORT, THE DESIRE TO SHARE ON SOCIAL MEDIA

FRESH

TO CONNECT WITH BARCELONA’S OWN FASHION, ART AND LIFESTYLE

URBAN

TO ENCOURAGE ACTIVE PARTICPATION TO PLAY, TO COMMENT, TO SHARE. IN A NUTSHELL, NOT AN UNIDIRECTIONAL OR PASSIVE ACTION

INTERACTIVE

BRAND SPACE GODÓ

TO PROJECT LACOSTE AS AN ORIGINAL, CHARISMATIC, CONTEMPORARY BRAND, FAR FROM THE MOST CONSERVATIVE HERITAGE SOMETIMES ASSOCIATED WITH THE BRAND

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BRAND SPACE GODÓ

L!VE

SPORT

A NEW UNEXPECTED URBAN STYLE FOR GENUINE CROCODILE LOVERS. LACOSTE LIVE IS THE MOST CASUAL COLLECTION. IT INVITES, AS THE WORD SUGGEST, TO DO SOMETHING “LIVE” THAT CAN BE SHARE IN REAL TIME.

ON COURT OR ON GREEN, THE SPORT COLLECTION IS THE MOST TECHNICAL ONE WITH INCREASINGLY HIGHTECH FABRICS. IT INVITES TO DEVELOP AN ACTION CONNECTED TO TENNIS AND/OR TO A COMPETITIVE ELEMENT.

BRAND CONNECTION

BRAND SPACE GODÓ

DEBRIEF Design an inspiring 100 square meter space to meet Lacoste’s playful spirit.

We need to highlight the consumer experience arround the sport environment under the quote: “Life is a beautiful sport”

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BRAND SPACE GODÓ

TARGET AUDIENCE

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BRAND SPACE GODÓ

URBAN

35-50 YEARS

TECHNOLOGICAL

VIRTUAL

ADVENTURER

DEPORTIVE

ARTISTIC

SOCIAL

TARGET AUDIENCE

PAST LACOSTE EVENTS

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BRAND SPACE GODÓ

FIRST U.S. LE CLUB CONCEPT STORE RODEO DRIVE 2017

LACOSTE X LESAGE TOKIO 2015

AUSTRALIAN OPEN 2009

LACOSTE POOL PARTY COACHELLA 2014

MENS UNDERWEAR LAUNCH NYC 2015

LONG VIEW GALLERY WASHINGTON DC 2012

INSPIRED BY THE COURT SINCE 1933 DUBAI 2015

FIRST U.S. LE CLUB CONCEPT STORE RODEO DRIVE 2017

PAST LACOSTE EVENTS

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BRAND SPACE GODÓ

LACOSTE X JEAN - PAUL GOUDE MADRID 2016

TENNIS DE LACAVALERIE PARIS 2016

PAST LACOSTE EVENTS

IDEA 1

Concept: a playfull sport experience.

Movement is intrinsically linked to Lacoste and to its founder RenĂŠ Lacoste who rated the pleasure of the game above all else.

PLAY IT, SIGN IT!

THE EXPERIENCE

BRAND SPACE GODĂ“ / IDEA 1 / PLAY IT, SIGN IT

THE EXPERIENCE A fun and technological experience that will allow the participants to practice and enhance their ability to play tennis and to connect with the heritage of the brand, characterised by a constant quest for perfection.

The experience consist in a circuit of two different activities that leads to a motion photocall.

THE LACOSTE LAB

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BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

ACTIVITY 1 MULTIMEDIA ACTIVATION BASED ON A DIGITAL PONG (PING PONG).

BETWEEN GAMES STRIKING GRAPHICS OF THE COCODRILE WILL APPEAR

OR

CHOOSE ONE OF THIS

MULTIMEDIA ACTIVATION BASED ON THE BATAK GAME. IT’S A FUN AND HUGELY COMPETITIVE REACTION GAME

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ACTIVITY 2 THIS ACTIVITY RESULTS IN A MOTION GIF OPPORTUNITY, WHICH COULD BE DELIVERED IN TWO OPTIONS: PLAY IT, SIGN IT OR PLAY IT, SMASH IT

PHOTO OPPORTUNITY

BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

INTERACTIVE PONG ACTIVITY 1 / OPTION A

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BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

BATAK GAME ACTIVITY 1 / OPTION B

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BRAND SPACE GODร / IDEA 1 / PLAY IT, SIGN IT

ACTIVITY 2, PHOTOCALL A. PLAY IT, SIGN IT. A simple idea: to install a Chroma-key set where participants can sign like famous players. Automatically, they will receive a GIF to share on social media.

These images can be broadcasted at the Fan Corner in real-time.

Additionally, at the Godรณ Brand Space during the tournament only, Lacoste could offer to personalise polos shirts embroidering signatures.

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BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

ACTIVITY 2, PHOTOCALL B. PLAY IT, SMASH IT. A guide rail and a camera will be needed to take a 180º picture in movement of the participants, the set will be a tennis court.

A GIF of the participants’ performance will be sent to them to share it on social media.

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DESIGN INSPIRATION

BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

DESIGN INSPIRATION

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BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

COURT

PIPING DESTRUCTURÉ

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3D SCULPTURE WITH TENNIS BALLS

BRAND SPACE GODÓ / IDEA 1 / PLAY IT, SIGN IT

PHOTO OPPORTUNITY DESIGNED WITH TENNIS BALLS

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BRAND SPACE GODร / IDEA 1 / PLAY IT, SIGN IT

1

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2

3

5 5 55

PONG SCREEN

33

22

4

BATAK CHALLENGE 5

180ยบ PHOTOGRAPHY 5

44

11

3D SCULPTURE

6

5

VIDEO GIF 6

INDUSTRY SHELVES 6

55

LIGHTING

LAYOUT

DECONSTRUCTED COURT

COURT PIECES

ADVANTAGES OF IDEA 1, PLAY IT, SIGN IT! 1. An eye-catching stand through this interactive and fun installation.

2. Brand awareness in social media, as the result of participants uploading their GIF’s to Facebook or Instagram.

3. A new customer database, to receive the GIF the person needs to provide an email address.

4. An incentive to the purchase, offering an exclusive benefit for a limited time.

5. A permanent memory to the experience (GIF) and additionally, the possibility to have a personalised product linked to the brand Savoir Faire (customization, tailor made)

IDEA 2

Concept: An Augmented Reality experience.

The crocodile has invaded the Godรณ, creating its own environment. A technology/ nature hybrid place where the participants will live an experience in a fantasy jungle.

ATTENTION AU CROCODILE

THE EXPERIENCE

BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

THE EXPERIENCE Once inside the brand space, visitors walk along a path surrounded by exotic artificial nature, through an iPad, participants will experience different encounters with Lacoste’s iconic crocodrile.

Enjoy the technology of Augmented Reality, inmersing the visitors into a conceptual universe that will follow the styling codes of Lacoste.

ATTENTION AU CROCODILE

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BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

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NATURAL BEAUTY AND STYLE ARE KEY ELEMENTS RELATED TO LACOSTE BRAND. THE BRAND SPACE WILL REPRESENT A JUNGLE THAT EVOKES THIS ELEGANCE DRESSED IN WHITE WITH GEOMETRIC SCULPTURES.

AUGMENTED REALITY IS RAPIDLY GROWING IN POPULARITY BECAUSE IT BRINGS ELEMENTS OF THE VIRTUAL WORLD, INTO OUR REAL WORLD, THUS ENHANCING THE THINGS WE SEE, HEAR, AND FEEL.

VISITORS WILL FINISH THEIR DIGITAL EXPERIENCE IN A CORNER WHERE A PHOTO OPPORTUNITY WILL BE GENERATED.

THE JUNGLE

AUGMENTED REALLITY

PHOTO OPPORTUNITY

BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

AUGMENTED REALITY PHOTO OPPORTUNITY At the end of the tour, visitors will finish in an area where apparently, there is no other element. Looking up on a screen in front of them, they will see a 3D image of Lacoste’s crocodile and they can virtually interact thanks to the AR Technology.

This interaction will be sent in GIF format to the participants and they can share it on their social media.

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DESIGN INSPIRATION

BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

DESIGN INSPIRATION

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BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

DESIGN INSPIRATION

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BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

DESIGN INSPIRATION

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BRAND SPACE GODÓ / IDEA 2 / ATTENTION AU CROCODILE

1

9

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2

3

6 PATH

5 4

AR 1 5

AR 2 6

3 4 8 FLAT NATURE

7

7

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TREE HOUSE 8

MANIFESTO 9

1

MIRRORED STONES

LAYOUT

LIGHTING COURT

PHOTO OPPORTUNITY

ADVANTAGES OF IDEA 2, ATTENTION AU CROCODILE. 1. An eye-catching stand through this interactive and fun installation.

2. Brand awareness in social media, as the result of participants uploading their gifs to Facebook or Instagram.

3. A new customer database, to receive the gif the person needs to provide an email address.

4. A permanent memory to the experience (GIF) with AR Technology

IDEA 3

Concept: Art & creation space.

A conceptual art space that links and connects the brand with the essence of Barcelona, a Modernist city that is in constant evolution and self-reinvention.

A mutation that takes place thanks to art, technology and people.

LACOSTE HOUSE BARCELONA

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

THE EXPERIENCE The action will take place inside the living room of a Modernist house, an elegant and comfortable space to socialise where local artists, designers and musicians will reveal their creations.

“The court is like the living room, everything happens in it and Lacoste playfully captures it”.

THE EXPERIENCE

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BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

HAVE FUN MEMORY GAMES AND A FUNNY ENVIRONMENT

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BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

THE MEMORY GAME. A number of fun, eye-catching, playful artworks will be exhibited inside the house, with a special wall dedicated to Lacoste’s Memory game.

LACOSTE’s Memory game is a version of the legendary Memory game where a player must match pairing cards but personalised with Lacoste’s brand characteristics such as garments, pattern designs, accessories etc.

There will be original prizes for the game winners.

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

MUSIC & ART ART COLLABORATIONS & MUSIC SESSIONS

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BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

ART EXHIBITION. A selection of leading designers from Barcelona will represent their way of seeing Lacoste crocodrile.

Posters, photos, 3d printings, videos etc.. a rich exhibition to complement the fun wall and decorate this playful, arty and inspiring living room.

36 DAYS OF TYPE

KRASZNAI

ALEX TROCHUT

I AM CLIM

DANIEL TUR

MAU MORGÓ

ART EXHIBITION

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

MUSIC SESSIONS A series of acoustic music shows will take place inside the house, a way to inspire our visitors with a daily agenda of soft, inspiring melodies filling the atmosphere.

GIGI MCFARLANE

MARINA HERLOP

PAVVLA

NORTH STATE

BRIGITTE LAVERNE

BEAROID

UNNPLUGUED SESSIONS

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

CHILL AREA ACOMODATION AND CATERING

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DESIGN INSPIRATION

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

DESIGN INSPIRATION

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BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

DESIGN INSPIRATION / MODERNIST HYDRAULIC TILES

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BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

MODERNISM

WALLS

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QUOTES

BRAND SPACE GODÓ / IDEA 3 / LACOSTE HOUSE BARCELONA

1

1

8

2

7

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2

3

4 FAKE WINDOWS 4

3

UNPLUGUED

FUN ART

5

6

MEMORY GAME

ACOMODATION

8

9

6

BAR 7 7

9 5

3D QUOTES

LAYOUT

CROCODILE WALL

FLOOR

ADVANTAGES OF IDEA 3, LACOSTE HOUSE BARCELONA 1. A beautiful boutique house that stands out among the rest with its contemplative & arty space.

2. Brand awareness in social media, as the result of participants uploading pictures of the exhibition to Facebook or Instagram.

3. Live music to attract visitors to the brand space.

4. A souvenir for participants, can be either merchandising or a discount voucher

COMMUNICATIONS & AMPLIFICATION

BRAND SPACE GODÓ / COMMUNICATION

COMMUNICATION & AMPLIFICATION During the tournament celebration, we can take communication actions both digital and on site to drive traffic to Lacoste’s brand space and to amplify brand awareness.

AMPLIFICATION LAYOUT

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BRAND SPACE GODÓ / COMMUNICATION

AMPLIFICATION LAYOUT

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BRAND SPACE GODÓ / COMMUNICATION

HASHTAG

INSIDE THE BRAND SPACE, THE AGREED HASHTAG (EX. #LACOSTEGODO) CAN BE SHOWN, EITHER PROJECTED OR ON VINYL STICKERS.

MAP ON THE SCREEN

A PROJECTION WITH THE LACOSTE LOCATION AT THE FAN CORNER.

FLYER EVENT

MERCHANDAISING

A GIVEAWAY IT’S ALWAYS A CALL FOR VISITORS (ex.

DIGTIAL PICTURE/GIF)

A FLYER WITH INFO ABOUT THE ACTIVITIES IN THE BRAND SPACE COULD BE DISTRIBUTED WITHIN THE GODÓ FACILITIES

AMPLIFICATION LAYOUT

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ARTISTS

OUR INVITED ARTISTS CAN SHARE THEIR EXPERIENCE WITH LACOSTE ON THEIR SOCIAL MEDIA.

INFLUENCERS

WE CAN USE VIP TICKETS TO INVITE KEY INFLUENCERS TO COME TO THE BRAND SPACE IN EXCHANGE OF A PROMOTIONAL POST.

BRAND SPACE GODÓ / COMMUNICATION / INFLUENCERS

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INFLUENCERS PROPOSALS. A short list of potential influencers within sports, fashion and lifestyle sector that might be interested in attending Godó.

MARC LOPEZ AGE: 35 YEARS OLD PROFESSION: TENNIS PLAYER

GEMMA MENGUAL AGE: 40 YEARS OLD PROFESSION: ATHLETE AND DESIGNER

INSTAGRAM FOLLOWERS:

INSTAGRAM FOLLOWERS:

20,1K

41,5K

JUDIT MASCO

MARC GENÉ

AGE: YEARS OLD PROFESSION: MODEL & TV PRESENTER

AGE: 43 YEARS OLD PROFESSION: F1 PILOT

INSTAGRAM FOLLOWERS:

INSTAGRAM FOLLOWERS:

83,7K

27,9K

INFLUENCERS

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BRAND SPACE GODÓ

AGENDA

GENIALIDADES BRIEFING & FIRTST BUDGET

22.02

DETAILED BUDGET & FINAL PROPOSAL

26.02

PRE PRODUCTION

12.03 TO 16.03

PRODUCTION

26.03 TO 13.04

STORE SETUP 16.04

TO

TO

02.03

18.04

ACTIVATION TESTING

EVENT 19.04 TO 20.04

21.04 TO 20.04

UPDATED 19.02

THANKS FROM THE GENIUS CREW!