Babolat

Y Racquet Line Consumer Launch Campaign

This was the puzzle: Babolat tennis racquets are so good they’re seen as almost too good by US club players. So Babolat created the Babolat Y racquet line specifically for them, and GLG created the campaign theme of “It’s a thin line between love and obsession.”

Connecting the passion for pure tennis with the Babolat Y, GLG’s "Obsession" campaign began with a print ad of an obsessive player’s living room. But it’s the big digital presence (a switch for this family-owned, Lyon-based company) that’s at center court. Within a rich-media website, visitors dive into the details of the racquet’s breakthrough design and technology, watch dynamic videos, find local dealers, and more. The campaign also included online ads, HTML emails, and a healthy dose of SEM. In the end, customers can find their own reasons to obsess over the Babolat Y, and we learned a great deal about grips, grommets, and why two graphites are better than one.