Central to a through-the-line campaign supporting Hertz's relationship with The Wimbledon Tennis Championships, the Fastest Serve experience gave fans a chance to pit their serving skills against the world's best tennis players both past and present, while allowing Hertz to demonstrate their new innovative 24/7 rental product in an integrated and relevant way. Those who were talented enough to hit the day's fastest serve then appeared on up to thirteen large billboards at Wimbledon rail station, giving them exposure to over 100,000 tennis fans. Over the duration of The Championship, the We Few team clocked nearly 2,500 fans' serves, with approx. 5,700 more taking the time to visit the Hertz activity. Newly crowned men's champion Andy Murray's should watch out - the fastest serve over the duration of the week was 129mph, just 4mph slower than his fastest Wimbledon serve!
Aiden Howes, Creative Partner at We Few said, "We've worked closely with the Hertz team and their wider agency partners to produce an experience that has really thrived in the challenging Wimbledon queue environment. Importantly, not interrupting but entertaining tennis fans while delivering the key brand message of Hertz 24/7."
Jason Megson, Managing Partner at We Few added, "For a young agency like us it's been fantastic to work with a market leading global brand such as Hertz their advertising team at adam&eveDDB. A special mention must go out to our sport simulator partners Provision Events who never failed to impress."
Michel Taride, Group President of Hertz International, said: "Sports fans have long been a core audience for Hertz, so being able to engage with them on a one-to-one basis this year via the Hertz Fastest Serve competition is a great opportunity, particularly at events like Wimbledon that attract such a diverse, international crowd."
Patrik Utterstrom, Commercial Strategy & Marketing Manager at Hertz International, added: "It has been fantastic to see how our visitors have interacted with Hertz 24/7 and the interest they have shown for the product. Hertz 24/7 truly brings ease and convenience to car rental, and the positive feedback we have received has been phenomenal."
This is the first time Hertz has run experiential marketing activity as part of their long-term partnership with the tournament.