About Wilson
A global leader in sports equipment, Wilson has been at the heart of tennis and other sports like basketball for decades. As the official ball supplier of Roland-Garros, the brand holds a prominent position both on and off the court.
About Adsmurai
Adsmurai is a global digital marketing agency specialising in data-driven advertising strategies. With a strong focus on innovation, the agency helps brands craft impactful omnichannel campaigns by combining creative assets with advanced media activation across channels.
The challenge: Reaching fans beyond the stadium
To make the most of its presence at Roland-Garros, Wilson needed more than just logo placement within the tennis courts. The goal was to engage fans across multiple moments when landing in Paris, commuting to the stadium, or exploring locations nearby.
Together with Adsmurai, Wilson set out to build a programmatic DOOH campaign that would create meaningful, real-world interactions with its audience during one of tennis’s most high-profile events.
A journey-led strategy with precision targeting
From 23 May to 8 June 2025, the campaign ran across 92 premium DOOH screens in Paris, strategically selected to follow the path of Roland-Garros attendees from Charles de Gaulle Airport, to metro lines, train stations, stadium entrances, and tourist landmarks.
Rather than trying to reach a large audience and location, Wilson and Adsmurai focused on 76 key points of interest where tennis fans were most likely to be present to ensure the quality and context of each play.
To enhance relevance even further, the campaign used custom dayparting broadcasting at high-traffic times like 8 am–1 pm and 5 pm–9 pm on routes to the stadium.
In the morning and early afternoon (8 am – 1 pm), many fans were on their way to Roland-Garros, either to attend the first matches or spend the full day at the tournament. In the late afternoon and evening (5 pm – 9 pm), foot traffic picked up again as spectators left the venue, passed through transport hubs, or visited nearby tourist spots and restaurants.
By targeting these key time slots, the campaign maximised visibility at moments when people were most engaged with the event right before and after their live tennis experience making the brand message more likely to stick.
Creatives built for context
The creative concept was tailored for the event. Featuring Wilson’s official Roland-Garros tennis ball, the ads included a QR code linking directly to the product page blending brand awareness with shoppable functionality.
This simple, effective visual reflected both the energy of the tournament and the practicality of engaging a fanbase already immersed in the tennis experience.
Notable reach with programmatic precision
Over the campaign period, Wilson achieved:
- 1.6 million impressions
- 185,000 plays
- 92 screens activated
- 4 key venue types: urban panels, metro, train stations, and airports
Using Displayce’s programmatic capabilities, Adsmurai was able to optimise delivery in real time ensuring that every impression landed at the right place and time.
DOOH, set and match: results that prove the point
The impact of the campaign was measured through a brand lift study conducted by Happydemics, and the findings clearly underline the effectiveness of Wilson and Adsmurai’s programmatic DOOH campaign. Among users exposed to the campaign, there was a 25-point increase in brand consideration, showing that the campaign not only captured attention but successfully moved Wilson higher in the purchasing decision process for tennis equipment. Viewers were significantly more likely to think of Wilson when considering a product in this category.
In terms of brand familiarity, the campaign delivered a 26-point uplift, meaning that a much larger proportion of the exposed audience reported knowing or recognising the brand compared to the control group. This is a strong indication that the campaign succeeded in building awareness among a relevant, event-driven audience. Beyond awareness, the campaign also influenced sentiment, with a 15-point increase in brand preference.
Finally, the campaign achieved 54% of attribution, meaning over half of those who saw the ad could correctly associate it with Wilson. It’s nine points compared to other creative from the same sector according to Happydemics benchmark. This high level of brand linkage is a testament to the clarity and effectiveness of Wilson’s creative.
A model for high-impact event advertising
Altogether, these results confirm that the strategic use of programmatic DOOH when combined with impactive creative and precise targeting can deliver measurable, meaningful brand impact in the physical world.
This campaign really shows what’s possible when creative, data and context work in harmony. By leveraging programmatic DOOH with the expertise and technology of Displayce, Wilson turned a major sports sponsorship into a smart, strategic, and measurable success story.
