Lockdown 2020. No live sport for months.
146 days since Rafa Nadal played his last professional match.
12 weeks without stepping foot on a court.
Change needed
How do we use movement to mark a partnership renewal between a tennis legend , Rafael Nadal, and long-term partner, Kia, in a world that is standing still?
The idea
By creating a global digital training event connecting fans to the athlete and sport they miss, and empowers them to be a part of getting Rafa back on court, as well as bringing a partner from Korea to the tennis courts of Mallorca.
Delivered from concept to live event within four weeks, #GetRafaMoving was a global interactive event broadcasted via Facebook Live from Rafa Nadal’s famed tennis academy in Mallorca to fans all around the world.
The event comprised three complex and connected elements:
A live linked-up signing session between Nadal in Mallorca and Kia Executives in Korea
A live Q&A that had Rafa answering questions directly from his fans
An interactive training session where fans got to choose the drills for Rafa
The event didn’t come without its challenges - continuous changing of Covid-19 restrictions meant the creative and production was constantly being adapted and refined as regulations changed. Crews on the ground needed to be limited which meant we had to run the main technical operation from London with skeleton crews in Mallorca and Korea.
Change made
Live Event
250,000 people watched our event live
15.5k engagements during the event
3-5 seconds latency from Mallorca to end user
All Digital Assets
+11m total reach
+3m total views
+498m total impressions
1.8m views of Rafa’s Instagram Stories alone
