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.
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