Anz Promo GIVE SAM A SERVE by M&C Saatchi Sydney

Adsarchive » Promo » Anz » GIVE SAM A SERVE


Pin to Collection
Add a note
Industry Banking & Financial Services
Media Promo & PR
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Gavin Mcleod
Art Director Chris Little
Copywriter Gareth Sweet
Released February 2011

Credits & Description

Category: Best Use of Games
Advertiser: ANZ
Date of First Appearance: Feb 17 2011
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Executive Creative Director: Gavin McLeod (M&C Saatchi / Mark)
Art Director: Chris Little (M&C Saatchi / Mark)
Copywriter: Gareth Sweet (M&C Saatchi / Mark)
Media placement: Promo - ANZ Australian Open Sponsorship Enclosure - 17 January 2011
Media placement: Direct - ANZ Australian Open Sponsorship Enclosure - 17 January 2011
Media placement: Cyber - ANZ Australian Open Sponsorship Enclosure - 17 January 2011

Describe the objective of the promotion.
As a major sponsor of The Australian Open, ANZ, one of Australia’s big four banks, always hosts a corporate sponsorship area at the event.

In previous years, this has been particularly unsuccessful, after all – people go to The Australian Open to see tennis, not to visit a bank.

So this year, they wanted to do something new and innovative that people wouldn’t have the opportunity to experience anywhere else.

Not only did they want to boost footfall, but they also wanted to take advantage of the media coverage at The Open to generate free publicity.

Describe how the promotion developed from concept to implementation.
Using technology, we decided to give tennis fans a once in a lifetime opportunity – the chance to play one-on-one against Australia’s top ranked player – Sam Stosur.

Using Sam, we shot and created a live action 3D tennis game played on a specially built indoor tennis court inside ANZ’s corporate area.

Face-tracking technology was used to personalise both a greeting from Sam, and the game difficulty, depending on whether the player was a man, a woman or a child.

Players used a specially created tennis racquet that measured both speed and direction of serve which then determined the shot played and Sam’s response.

Explain why the method of promotion was most relevant to the product or service.
In the lead up to The Open, as Australia’s top ranked player, the buzz around Sam Stosur was intense.

As a major sponsor of both The Australian Open and Sam Stosur the game was perfect for ANZ. It allowed us to give visitors a completely unique experience.

It gave thousands of people the opportunity to not only play against Australia’s top ranked player, but have her give them personalised advice on their game play too.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 24,000 visitors.

15% increase in footfall over previous year.

$1.3 million worth of free media coverage.

For the first time ever, ANZ’s sponsorship area had a queue stretching out of the door from opening until close over the entire course of the event. The only area with a similar queue was Heineken’s – where people were waiting to buy beer.