ANZ Encourages Tennis Fans To Keep Moving With Immersive Virtual Tennis Experience

ANZ Encourages Tennis Fans To Keep Moving With Immersive Virtual Tennis Experience
SHARE
THIS



Tennis fans at the Australian Open are experiencing the thrill of playing a high energy, tennis-themed game in a virtual world of obstacles and achievements.

Those attending the Australian Open this week (Monday 16 – Sunday 29 January) have a chance to play ANZ Breakpoint – a large format, digital experience created by Deloitte Digital.

Located at Grand Slam Oval, ANZ Breakpoint is a huge 54 square metre interactive installation. Building on ANZ’s current mobile payments campaign, it encourages participants to ‘keep moving’ and overcome obstacles to achieve success.

As a major sponsor of the Australian Open since 2010, ANZ has a reputation for creating engaging and exciting brand experiences at Grand Slam Oval – an entertainment hub for tennis fans. With over 1000 patrons a day queuing for up to 45 minutes each, the activation needs to leave a memorable impression of the ANZ brand.

The challenge for 2017 was to make it “bigger and better”. Daniel Cheong-See, national creative director at Deloitte Digital, said the experience starts for visitors as soon as they enter the space.

“ANZ Breakpoint centres on three 18 square metre projected booths, creating an experience designed to be as immersive for the individual players as it is for the audience,” he said.

The setup allows multiple patrons to play at the same time and provides an exhilarating spectacle for the audience waiting in queue behind them. To play the game, fans pick up what appears to be a normal tennis racket, and begin playing the immersive interactive game. There’s no need for special instruction or obvious technology.

“Fans play the game intuitively – swinging furiously to keep up with the bombardment of digital tennis balls – whilst trying to smash through any obstacles in their way,” added Rob Weir, motion lead at Deloitte Digital.

The familiar voice-over of Craig Willis guides the player through the gameplay – capturing the message of the overarching ANZ campaign of #keepmoving.

At the end of the game, players are rewarded with their score and a chance to strike a victory pose for the camera. They receive a video of their experience via email, ready to share through their social channels.

Visitors to the Australian Open are encouraged to try the game and share their experience using #keepmoving. ANZ Breakpoint will be open until Sunday 29 January.

Latest News

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]