Zoo Group were hired to evolve the P² Invitational brand, and reinvent it alongside it's new vision ahead of their milestone of raising $1,000,000 for charity as a corporate initiative of the local firm, P² Advisory. The key was the development of a conceptual framework upon which to relaunch the invitational to the market. With a finite group of entrants possible, of which the majority would be re-entries from previous years, the brief required that entrants be encouraged to participate again, and enter early; with a goal to reduce entry-fatigue and reinvigorate the market to feel the need to stay involved in this worthy cause. Understanding the competitive nature of each participant, and how this event appealed to the "true athletes" within each of the corporate entrants, we developed the "Legends of Tennis" campaign materials that brought a tongue-in-cheek side to the day, (which echoes the game day atmosphere) and went further to highlight the MD of P² Advisory, Mark Peatey, who has long been the face of the event, as its founder. Taking a page out of the global sport's brands, we also reintroduced the winners of the previous tournament as sports heroes in an additional video, to create a sense of legend that's created through their impact on raising funds for charity. Which the winners of this year's event showcased in the wrap up imagery, to come. To date, through only eDM contact and campaign awareness, there has been a large uptake in registrations and the event is set to hit, or surpass it's target - which could potentially lead to the highest funds raised since the event's inception.
Digital Natives Group
Kairos Design Studio