Brief: Activate Metro’s official media partnership with the 2011 Barclays ATP World Tour Finals. Make use of the space provided by the organisers in the O2 Arena’s FanZone. Ensure that the activation communicates Metro’s urban roots.

Our audience insight: “I’ve got some time to kill before the match and I’m gagging to pick up a tennis racket.”

Activation: Metro Urban Tennis, a twist on mini-golf in which participants scored points by hitting balls against and into different targets within a cityscape environment.

Results: 2,261 players tried their hand at Metro Urban Tennis during the eight days it was live. The highest score of 300 points was posted by American professional doubles player Eric Butorac. The data capture element, which gave visitors the chance to win a VIP experience to see John McEnroe at The AEGON Masters Tennis at the Royal Albert Hall, generated over 1,500 entries.