Q&A: Evian's Georgina Keeley on activating at Wimbledon

Evian's Georgina Keeley talks about the water brand's experiential lounge at The Championships, Wimbledon
Evian's Georgina Keeley talks about the water brand's experiential lounge at The Championships, Wimbledon

Evian brand manager Georgina Keeley talks about the water brand's experiential lounge at The Championships, Wimbledon and what she has planned for the tournament in 2015.

How long has Evian been creating an experiential lounge at Wimbledon?

Evian has been an official supplier of The Championships, Wimbledon since 2008 and we have has brought a ‘Live young twist’ to the tournament each year, with activations ranging from a real-time Evian Ball Hunt, Wimbledon ‘wiggle’ social media campaign and sampling activities around SW19. An integral part of our annual campaign is our Live young suite, which is a physical embodiment of the Evian brand. We were the first to host a branded suite at the tournament and we’re really proud of how it has helped to drive awareness and relevance of the off-court side of the action.

Why do you do it?

The suite is a fantastic opportunity for us to bring the Evian brand to life in a physical space and showcase what we stand for. Our guests enjoy an amazing VIP experience but with the playful Live young twist that Evian is so well known for. Not only do our guests enjoy the fantastic food, drink and afternoon tea that all of Wimbledon’s hospitality suites offer, our guests can enjoy a game of ping pong. Each year there’s something new to enjoy. In 2014 we installed a Baby and Me photobooth where guests could take a snap of their ‘inner baby’.

What will be the focus for this year's lounge?

Last year we made a music video with Rizzle Kicks and in 2013 we launched the Wimbledon Wiggle digital campaign. In 2015 we have something huge planned that we have never done before. We can’t reveal it just yet but it will be completely rooted in the Live young suite and visitors will be able to really experience it for themselves.

For 2015, we have also given the suite a new look. The new and improved space will feature an iconic pink sofa, a coffee table made from Evian 20cl pure drop bottles, and classic English touches including grass and wooden flooring. Lucky VIPs will also be able to enjoy a wider bar area and clusters of relaxed seating where they can enjoy their afternoon tea. However, not everything has changed; the much-loved ping pong table will remain in place.

More: Check out Evian's activation at The Championships, Wimbledon last year.

Yesterday, Evian launched its first London pop-up shop with the help of agency N2O, which will be open inside Piccadilly Circus Underground Station until 3 September.

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