The event allowed the company to build on its existing presence at The O2 by delivering brand exposure and experiences to a passionate tennis audience.
The O2 is never busier than when the tennis is in town and this year the event set a new attendance record, as well as attracting record audiences on television and online.
Nissan and Nissan LEAF branding were displayed courtside throughout the tournament giving both exposure to global TV viewers and the live arena audience.
A Nissan LEAF was on display at the entrance to The O2 and a Nissan LEAF press ad featured in the tournament programme.
Nissan provided the official event vehicles: A 27-strong fleet of ATP-branded X-Trails, Qashqais and Pathfinders plus the 100 per cent electric Nissan LEAF for key PR moments. A fleet of ATP-branded Nissan LEAF were used to transport the singles and doubles players to the tournament’s charity Gala Ball in aid of Great Ormond Street Hospital.
This year, Nissan engaged Mark Petchey as a brand ambassador at the tournament. An ex-Davis Cup player and former coach of Andy Murray, Mark is now a Sky Sports commentator and a recognisable tennis talent who created further credibility and fan engagement opportunities for Nissan including video content and meet and greets with tennis fans and customers.
A social media ‘Spot the Ball’ competition picked four winners and their guests to have a VIP coaching experience with Petchey. Winners were treated to five-star accommodation with tickets in the Nissan suite to watch an afternoon match. In the morning, Petchey drove the Nissan LEAF inside The O2 to meet the winners at the practice court for a special coaching clinic followed by an exclusive behind-the-scenes tour of the whole event – even getting a sneak peak of Novak Djokovic’s pre-match warm-up!
The Nissan Innovation Station and Fan Zone offered people the opportunity to experience a range of activities and drove engagement with the Nissan brand. More than 10,000 people visited the Nissan Innovation Station and Fanzone during the event.
Nissan also provided unexpected access with Mark Petchey appearances and even a visit from World number seven and grand slam winner Juan Martin Del Potro.