Mountennis

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

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. The mobile operator 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, traditions 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.