Lacoste takes over London Underground station ahead of ATP tennis finals

November 14, 2019

Lacoste fragrance maker, Coty, has teamed up with media and entertainment group, Global, to take-over London’s North Greenwich tube station during the finale of the ATP Tennis Finals this weekend.

Official ATP fragrance 

As the ‘official fragrance’ of the ATP Tennis Final, the campaign celebrates Lacoste’s new scent duo, L12.12 French Panache. 

The campaign brings to life the brand’s “Life Is A Beautiful Sport” message through Global’s full motion digital billboards and vinyl graphics.

Fans descending on London’s O2 Arena for the ATP Tennis Final will pass through the entire activation on their way to the biggest event in men’s tennis, after the four Grand Slam tournaments. 

Pop-up shop 

At the entrance of North Greenwich station, shoppers will be able to sample the ‘official fragrance of the competition’ via Lacoste’s branded pop-up shop.

“We are pleased to partner with Global on this activation”, Susie Thompson, Head of Integrated Media at Coty Luxury UKI, said. 

“Lacoste’s ‘Life Is A Beautiful Sport’ positioning aligns perfectly with the spirit of the ATP Tennis tournament and the North Greenwich domination is the perfect platform to elevate this, creating an impactful, multi-sensorial experience for dedicated tennis fans.”

The media was planned and brought by Zenith and Posterscope.