The Brands That Served Up Winning Australian Open Activations
As the 2020 Australian Open comes to an end, brands will be packing up their on-site activations after an intense two weeks in which tennis captured the attention of the nation.
B&T‘s rounded up the best from brands who nailed their activations at this year’s Australian Open, delivering excellent experiences and consumer-engagement campaigns.
Barilla
2020 marks the third year that Barilla has served as the Australian Open’s official pasta sponsor hosting tennis fans at its pop-up restaurant “Masters of Pasta”.
Hungry tennis fans were treated to a truly Italian feel and setting, and were served a range of exclusive recipes and dishes, all made with Barilla products.
Barilla’s marketing manager Carly King commented on last year’s partnership: “Following the activation and 360 degree marketing campaign supporting its partnership with Roger Federer, Barilla saw a noticeable uplift in awareness, together with a significant boost in sales across a usually quieter period of the year.”
This year the restaurant allowed guests to dine picnic-style with a takeaway menu delivering more Italian deliciousness to more people. In addition to sponsoring Roger Federer, the Barilla Group also now sponsors American 15 year old rising star Cori Gauff.
Kia and Uber
At this year’s Australian Open, Kia teamed up with Uber to offer thousands of lucky tennis fans free rides to and from the grand slam in Kia’s “Fan Fleet”.
The partnership saw a dedicated Kia Fan Fleet of 30 slick Kia Seltos small SUVs transport local and international fans to and from the Australian Open in comfort and style.
Within the Uber app, if there was a Kia Seltos vehicle available, fans could select the “Kia Fan Fleet” icon from the list of ride options. If timed right, you could score yourself a free ride to the tennis!
Despite booking a few Ubers to and from the tennis over the middle weekend, we were unable to book one. However, having read about this activation, we spotted numerous “Kia Fan Fleet” vehicles over three days – sparking conversation itself.
Campari’s Aperol Spritz
It wasn’t that long ago that most Aussies didn’t even know what an Aperol Spritz was. The citrus liqueur has been popular in Italy since the 1950s, but it’s taken a coordinated marketing push to make Aperol Spritz the summer drink of the last five years.
And it’s fair to argue that activating at the Australia Open has contributed to their success. There is not one but two pop-up bars “Club Aperol” and “Casa Aperol”, with Aperol Spritzes galore lined up to go, delivering an efficient and delicious experience.
La Roche-Posay
La Roche-Posay, the official sunscreen partner of the Australian Open, ensured visitors were always sun-protected at the tennis with five satellite Sunscreen Stations across the grounds. These also advertised the UV rating that day. Samples were distributed to ensure fans could top up throughout the day.
Keeping people sun-safe while sampling their various sunscreens has led to a win for La Roche-Posay.
Please login with linkedin to comment
AO2020 Aperol Spritz Australian Open Barilla Campari Kia La Roche-Posay UberLatest News
M&C Saatchi Promotes New ECDs To Lead Tourism Australia Business
M&C Saatchi Sydney has promoted David Govier and Rosita Rawnsley-Mason as joint Creative Directors. Together, the pair will lead the coveted and award-winning Tourism Australia business. The dual promotions signal the agency’s ongoing commitment to hiring and nurturing world-class talent to support it’s bench of iconic clients. “Dave and Rosita are absolute quality. They are […]
High-Profile US Journo Busted Masturbating On Zoom Call With Colleagues
A senior media commentator in the United States has been stood down, after masturbating on a Zoom call with colleagues. Jeffrey Toobin, who works as a legal commentator for both the New Yorker and CNN, made the transgression during a virtual election simulation with New Yorker staff. Toobin has since apologised for the incident, claiming he did not […]
Indie Agency Channel T launches Brand Campaign For Liquor Retailer Cellarbrations
Cellarbrations, part of Australian Liquor Marketers (ALM), has unveiled a new brand campaign via independent creative agency Channel T. The campaign features Paul the Cellarbrations owner and a couple Tom and Cass, who’ve recently moved into the area. Each episode in the series brings to life the evolving relationship Paul has with his customers, as […]
Lions Live Set To Launch Second Young Lions Live Award Brief
As part of Lions Live in June, Lions Live challenged under 30s with a brief in partnership with the World Food Programme. It was free to enter, and nearly 1,000 young adlanders entered. It was such a success, Lions Live plan to run a second competition during Lions Live this week. This time the brief […]
Tuesday TV Wrap: SAS Knifes The Block, As Seven & Nine In Rare Dead Heat
Seven must be loving the press SAS Australia is getting at the moment, but not that it’s necessarily translated to viewers for the oddball reality show. Last night’s second SAS outing posted 795,000 eyeballs according to OzTAM metro numbers, making it slightly down on Monday’s debut that had 834,000. In better news for Seven, SAS […]
Are Australian Brands Missing A Subscription Opportunity?
US retailer Walmart surprised many when it launched Walmart Plus last month, a premium subscription service that gives members access to unlimited delivery and special deals. The move puts Walmart directly against Amazon, which has enjoyed enormous success through its Amazon Prime initiative in recent years. And while the US retail subscription market might be […]
Mindshare Boss Nick Emery “Filmed Himself With His Bottom Out” Prior To Sacking
Nick Emery’s misdemeanour that led to his abrupt sacking can finally be revealed. The London-based Mindshare global CEO was given his marching orders last Thursday after an incident that WPP described as “inappropriate and offensive” and “a clear breach of the company’s code of conduct”. And it appears the UK’s venerable The Sun newspaper has […]
HT&E Appoints Angela Ewers As New Chief People Officer
HT&E today announces Angela Ewers has been appointed to the newly created position of Chief People Officer. Ewers will commence her new role in November, based in Sydney, where she will lead both HT&E and ARN’s People & Culture function to support growth and ensure ARN is not just Australia’s number one radio and digital audio business, but also […]
Is Christmas Cancelled? Research Reveals Aussies Plan To Spend Less This Festive Season
New research has revealed a major cut-back in Christmas spending, with Australians planning to spend less on gifts, food, and social events this season. The research out of market research firm Toluna also reveals 23 per cent of Australians are worried about being able to afford the Christmas season altogether. Australians are feeling the pinch, […]
Pause Fest To Return In 2021 As Online Event
Festival for business and creativity, Pause Fest, has confirmed the event will run in 2021 – and will be its biggest to date. The 11th Pause Fest – named Changes – will migrate from its Melbourne home to the online world for the first time, running 1-12 March 2021. “Pause Fest has always been at […]
Nine Director Of News Darren Wick Charged With Drink-Driving, Blowing Over Four Times The Legal Limit
Nine director of news and current affairs Darren Wick has been charged with drink-driving after he was caught driving over four times the legal alcohol limit following a work function Friday evening. As first reported on the SMH, Wick’s blood alcohol reading was more than .2. The legal limit is 0.05. Following the incident, Wick sent […]
Shutterstock Adds Editorial Video Service
Shutterstock today announced the highly anticipated addition of Editorial Video, a new premium, full-service editorial video offering that is now available for license. Critical Past, Celebrity Footage and Viral Hog are just a few of the new partners who will distribute their engaging video content worldwide through Shutterstock’s Editorial Video. In addition, current partners’ epa […]
Adobe Unveils A Host Of New Innovations As Part Of Adobe Max 2020
Today at Adobe MAX, Adobe unveiled significant innovation across its Creative Cloud applications and services. In addition to ground-breaking new features like Neural Filters in Photoshop, the company released major updates to its flagship applications including Lightroom, Premiere Pro and Illustrator. Adobe also underscored its commitment to accelerating the development of mobile and multi-surface apps, with […]
The Data-Driven Revolution: Data Is The Key to Marketers’ Integral Role In Driving Business Growth
The role a marketer plays in the success or failure of a brand has never been disputed. However, modern marketers are now taking on their biggest role yet – tasked with not only driving exceptional customer experiences but also business growth. In fact, a new report surveying more than 1,000 marketers across APAC from Salesforce […]
Cate Blanchett & Aussie Celebs Back DrinkWise’s You Got This Campaign For Year 12s Via 89 Degrees East
DrinkWise and Communications Agency 89 Degrees East has launched a new campaign called You Got This – an initiative designed to support Year 12s as they head into their final exams. The campaign involves well-known Australians offering short video messages of support for Year 12 students, including superstar Cate Blanchett, Australian Test Cricket Captain Tim […]
Breeders Choice Encourages People To Choose Better With Campaign Via The Sister & Mother Tongue Agency
Cat litter brand, Breeders Choice, produced by FibreCycle, has made a bold move to get pet owners caring more about cats’ waste with a series of animated videos featuring a new tagline and a full marketing program. The “Choose Better, Choose Ginger” campaign launched this week via a unique collaboration of independent Melbourne agencies led […]
Timboon Fine Ice Cream Celebrates 21 Wears With Rebrand Via Squad Ink
To mark a twenty-one year milestone the iconic Victorian ice cream brand, Timboon Fine Ice Cream, has revealed a modernised new look for their take home tubs. Tim Marwood, third generation farmer and founder of Timboon Fine Ice Cream, explains why the anniversary provoked the upgrade. “There’s not too many small family rural based ice […]
Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office
Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays. Of these, Western Australians are the most confident, with 73 per cent of those who […]
Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]
“F@ckwit Keyboard Warriors!” Roxy Slams Trollers After Abrupt SAS Australia Exit
Roxy's quit SAS Australia after just one episode. Now this wouldn't have happened had Schapelle brought the hooch.
Big W Partners With Pinterest To Launch Spring Collections Campaign
The towels and bathmats in the B&T loos are all from Big W. Admittedly, we haven't updated them from 1981, however.
Snapchat New Lens Studio In Time For The iPhone 12
You may not think it by reading this, but B&T's tech writer doesn't have asthma & still lives at home with his parents.
“Goon Couture!” Kmart Unveils $25 Handbag With Secret Booze Dispenser
B&T's predicting this booze bag'll be the must-have fashion item of the summer! And cirrhosis, by the sounds of things.
“Hugging”, “Sunlight” & “Self-Love” Could Work As COVID-19 Vaccine, According To Celebrity Chef Pete Evans
Crazy Pete returns with new "hugging, sunlight & self-love" COVID cure. Just don't try it with strangers on trains.
“We Stuffed Up!” Daily Tele Apologises For Publishing Dally M Winner Three Hours Early
On a positive note, publishing winners' names early does allow more time to write far better acceptance speeches.
Land Rover Announced As Major Sponsor Of Seven’s SAS Australia
Land Rover announced as major sponsor of SAS Australia. Apparently, the Nissan Micra was rejected by management.
Monday TV Wrap: Seven’s New Military Show SAS Australia A Surprise Hit
By all the reports out today, SAS Australia's got car crash written all over it. That typically ensures big numbers.
“Yippee Ki Yay!” Bruce Willis Reprises Die Hard Role For Violence-Packed Battery Ad
This ad's awash with violence, explosions & rampant machismo. Typically, big no-nos of any 2020 agency creative.
Nocturnal Passions Fuel Edgy New Spot For Hyundai Via AnalogFolk Sydney
This car spot promises "dream-like sequences, deconstructed nursery rhymes and rap". Don't say you've not been warned.
