Campaign: WEPLAY, Aus Open Replays Performed By Kids

Campaign: WEPLAY, Aus Open Replays Performed By Kids

Nadal’s party pants, one half of the special Ks moving into the third round, Sharapova digging deep and Aussies’ dominating the battle field has been captured on film as five actors aged six reenact highlights from the Australian Open, called the Medibank WEPLAY.

WEPLAY (a replay, played out by wee little kids) released the first installation of the new online content series that contributes to the water cooler conversations happening in offices and homes across Australia throughout the grand slam.

William Falkingham, Medibank content marketing manager said by responding to the moments that people are interested in and are talking about, Medibank is joining in the conversation beyond the brand’s sponsorship of the Australian Open.

“People love highlights and replays of big sporting events because it lets them participate in the conversation without being a tennis expert – so that’s what Medibank is giving them.

“Capturing content that interests everyone, not just people tuning into the slam, helps us to remind a broader audience that anyone can get out there and have a hit – this is what we mean by Generation Better. It’s part of our broader sponsorship strategy to encourage people to get active” said Falkingham.

The content to come will be determined by the trials and tribulations of the Australian Open, and the Medibank costume box is at the ready with the familiar uniforms of Roger Federer, Serena Williams, Nick Kyrgios, Rafael Nadal, and from the commentary box, Jim Courier.

Medibank is analysing mainstream and social media to identify the best moments to recreate – and is scripting, costuming and producing in real time.

The brand’s own asset, be. magazine, will publish the WEPLAY highlights and syndicate across social media including Twitter, Facebook, Youtube and Instagram, giving Medibank direct and unfiltered access to a new audience.




Latest News

Limited Tickets Still Available For First Ever Industry Pantomime
  • Advertising

Limited Tickets Still Available For First Ever Industry Pantomime

With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]

Palin Communications joins GlobalCom PR Network
  • Marketing

Palin Communications joins GlobalCom PR Network

Specialist Australian health PR agency, Palin Communications, has joined GlobalCom PR Network with a view to delivering meaningful, consistent, impactful, global health campaigns across a range of countries and regions.

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore
  • Marketing

2045: A New Melbourne-Based Creative Agency Founded by Tim Evans and Nick Auditore

2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]

New Years Eve fireworks
  • Marketing

National Breast Cancer Foundation Announced as Charity Partner For NYE Sydney

The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”
  • Campaigns

Emporium Unveils Unique Christmas Campaign: “Every Tradition Starts Somewhere”

This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]

Reddit Updates Conversation Placement Ads Formats
  • Technology

Reddit Updates Conversation Placement Ads Formats

Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts
  • Media

Full Throttle Into 2024: Drive.com.au Announces 12 New Products In 2024 Upfronts

Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]