McCann Creates Virtual Tennis Tournament For Mastercard’s Oz Open Sponsor Campaign

McCann Creates Virtual Tennis Tournament For Mastercard’s Oz Open Sponsor Campaign
SHARE
THIS



Advertising agency McCann Sydney has teamed up with Octagon and Digital Arts Network Sydney to create a new campaign that establishes Mastercard’s sponsorship strategy as the official payment partner of the Australian Open.

The campaign aims to bring home viewers and tennis fans closer to the tournament via various digital, social, outdoor and onsite activation elements supported by former tennis stars Lleyton Hewitt, Martina Hingis and Jim Courier.

The campaign includes the first ever Australian Open of ‘Tap Tennis’, a digital and onsite tournament that allows tennis fans to compete in a virtual game of tennis.

Tap Tennis players will compete across the digital and onsite activations to win a trip to the Australian Open, where eight finalists will compete in a championship match on court via a custom-built, oversized interactive Tap Tennis table on Australia Day at Melbourne Park.

Tap Tennis players can qualify for the championships through a series of mobile-first HTML 5 Canvas mini-games that challenge them to prove their speed, agility and reaction skills.

Finalists will be given the full sports star treatment with return airfares, five-star accommodation at the Grand Hyatt and spending money courtesy of Mastercard.

In collaboration with Digital Arts Network, a ‘happiness meter’ has also been created and to track the levels of happiness at the Open and be used to unlock ‘Priceless Surprises’ as well as offers delivered online and onsite.

McCann Sydney managing director Adam Lee said The Australian Open is known for its fierce competition on-court, but also for the surrounding atmosphere.

“It’s so Aussie – fun, laid-back and light-hearted,” he said. “It’s really social – it’s actually known colloquially as the ‘Happy Slam’.

“Strategically, we looked at establishing a truly valuable role for Mastercard and an approach that sets a strong foundation for the brand to have some fun with and build on over the next three years.”

Australian Open banner (Mastercard)

Picture: Mastercard’s banner ad for the Australian Open

Sarah Pike, head of marketing at Mastercard Australia, said it was a natural fit for the company to be amplifying happiness at the Australian Open.

“Happy experiences last a lifetime, and it’s actually what we’re best known for here at Mastercard – providing access to new and priceless experiences, particularly through technology,” she said.

“We can’t wait for the Happy Slam to start and see the campaign in full swing.”

 

CREDITS

Agency: McCann Sydney

Executive creative director: Jerker Fagerstrom

Managing director: Adam Lee

Strategy director: Ian MacDonald

Group account directors: Loryn Garnsey and Tim Hiley

Copywriter: David O’Sullivan

Art director: Felix Holfve

Creative technologist: James Bush

Account manager: Elle Horton

Production lead: Rachel Lounds

Head of broadcast: Colin Tuohy

Producer: Sam Harris

Senior editor: Matthew Flinn

Video editing/post/offline/online: Chimney Sydney

Stills photography: Flint Sydney, Toby Dixon

Partner agencies: Octagon, Digital Arts Network, Carat, Weber Shandwick

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]