Mountennis - Beeline | Clapboard Ad Archive

Mountennis is a bold campaign by Beeline Kazakhstan, crafted by GForce/Grey, that leverages the unique topography of Almaty to promote the city’s inaugural ATP 250 Series tennis tournament in February 2025. By transforming the city’s natural mountain slopes into the world’s first inclined tennis court, Beeline merges the Electronics, Technology, and Sports sectors into a singular experiential platform that disrupts traditional sports marketing conventions. This ambient and outdoor activation centers on an amateur two-day tournament staged on the sloped court as a vibrant prelude to the Almaty Open ATP 250, directly engaging local residents in a city where tennis is not yet mainstream. The campaign’s core idea exploits the geographical and cultural identity of Almaty, turning the city’s distinctive landscape from a passive backdrop into an active player in the storytelling, effectively positioning Beeline as an innovator that bridges technology and sport through immersive experience. This approach invites the community to reimagine tennis beyond flat courts, fostering grassroots enthusiasm for the sport while aligning Beeline’s brand with pioneering spirit and local relevance. The campaign’s narrative construction fits squarely within Clapboard’s FORMAT#5—EXEMPLARY STORY classification, where the product—the sloped tennis court—drives the plot and resolution, creating a compelling and tangible reason for engagement rather than relying solely on traditional advertising appeals. The single media asset encapsulates this story, amplifying the campaign’s reach in a way that resonates with a tech-savvy, sports-curious audience. Clapboard rates this campaign 78/100. Mountennis matters to the industry because it demonstrates how brands in the electronics and technology space can authentically embed themselves in sport culture by innovating the very environment in which the sport is experienced, thereby setting a new benchmark for localized, experiential activation that transcends conventional sponsorship.