Global talent scouting campaign
| “Team HEAD” promotes over 4,000 successor talent worldwide and has discovered ATP stars such as Novak Djokovic and Andy Murray. But global talent scouting is associated with enormous costs. With our global campaign “Next Novak” we used the enormous digital range of HEAD and turned the tables around: instead of searching for talent around the world, it challenged them to promote themselves for “Team HEAD”. Youths between 8 and 14 could put their potential on the tennis court to the test in just a few steps on the campaign homepage next-novak.head.com. They had to upload a short video showing a couple of predefined strokes to the platform and let the tennis experts from HEAD evaluate it. The process is easy and efficient because talent can be recognized immediately. | The testimonial of the campaign is - as the name says - Novak Djokovic. In the teaser, which Equipe filmed with the world’s champion in Monaco this spring, the superstar challenges young talent to follow in his footsteps. Over 1,300 talents from 93 countries applied in just a few weeks. That would have taken months with conventional scouting - and cost much more. At the same time, it’s an opportunity for HEAD to strengthen its image with youth. And that is worth gold, because tennis players decide very early for a brand and often stay with it their whole life. |
