Description

Background:
For the first time, the ATP 250 Series tennis tournament was held in Almaty - a historical event few believed would ever make its way to the city, where tennis has never been the most popular sport. Beeline Kazakhstan, as a proud sponsor of the Almaty Open ATP250, was encouraged to promote the tournament among the city’s residents.

Insight:
Almaty is surrounded by mountains and is literally built on a slope. This defining feature shapes the sloped city’s life, culture, and folklore. Locals take great pride in it, and whenever brands embrace this unique aspect, they value it.

Idea:
The City Sets the Rules of the Game!
Beeline Kazakhstan and ATP 250 introduced the world’s first sloped tennis court on a mountainside and launched Mountennis - an amateur tennis 2-day tournament in Almaty played on an inclined court, serving as the perfect prelude to Almaty Open ATP 250 a week before the start.

Results:
40,000 attendees at Almaty Open vs. 5000 attendees at Jared Leto’s live concert took place in the city the same week.
Reach 1.2 million in a city of just 2 million, more than half of Almaty engaged with the tournament.
Unprecedented visibility – The event sparked conversations across media, social platforms, and the local community, solidifying Almaty’s position as a rising sports hub.

Release date: October 5, 2024 (Event)

Credits

Agency: GForce Grey
Managing Director: Yulia Tushina
Executive Creative Director: Yevgeniy Kostylev
Creative Group Head: Rafael Imamniyazov
Head of Art Department: Anton Ussenov
Senior Designer: Diana Korchevskaya
Designer: Aizhan Shagansariyeva
Designer: Omi Makarenko
Motion Designer: Alexandr Filatov
Client Service Director: Anna Kostyleva
Account Director: Anastasia Semenova
Account Director: Anastasia Ivanova

Production: Extreme Athletics

Client: Beeline Kazakhstan
Head of MarCom - Dinara Usinalieva
Senior Brand Manager MarCom - Zhuldyz Kononbaeva
Arkadiy Lozinskiy, Head of Media Department

Kazakhstan Tennis Federation:
Gulmira Zakiryanova, Director of PR and Marketing at the Kazakhstan Tennis Federation
Andrey Kvasov, Director of the Almaty branch of the Kazakhstan Tennis Federation