TENNISSET.COM

A Campaign Designed to Emotionally Connect

Tennis Set was a local tennis retailer with aspirations of becoming one of the leading online suppliers of tennis-related gear in the U.S. They hired us to create a campaign that would emotionally connect with tennis players, create competitive separation, and most importantly, compel tennis players to give Tennisset.com a try.

Unlike the competition, which focused exclusively on price, service, and selection (all rational purchase drivers), we developed a strategy that would connect with tennis players on an emotional level and speak directly to their love and passion for the game.

Launched during the Australian Open, the “Tennis Addiction” campaign focused on a fictitious character named Dr. Theodore Ennis (better known as Dr. T. Ennis). This self-appointed leader of tennis addicts appeared on TV, in print ads, and online—all the while encouraging tennis addicts to “feed their addiction” at Tennisset.com.

During the first six months of the campaign, online orders increased ten-fold.