Title | GAME ON |
Brand | KIA AUSTRALIA |
Product / Service | AUSTRALIAN TENNIS OPEN SPONSORSHIP |
Category | G01. Games |
Entrant | INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Entrant Company | INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Advertising Agency | INNOCEAN WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Media Agency | INITIATIVE Sydney, AUSTRALIA |
Production Company | CHIEF ENTERTAINMENT Syndney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Scott Lambert | Innocean Australia | Creative Director |
Tim Brothers/Scott Lambert | Innocean Australia | Copywriters |
Lyndal Kearney/Scott Lambert | Innocean Australia | Art Directors |
Rick Whaite | Innocean Australia | Group Business Director |
Jo Gilbert | Innocean Australia | Head Of Events |
Luke Tucker | Innocean Australia | Business Director Events |
Daniel Vega | Innocean Australia | Media Director |
Alan Wigg | Innocean Australia | Designer |
Tania Templeton | Innocean Australia | Head Of Broadcast |
Stuart Mcfayden | Chief Entertainment | Director |
Mark Tesoireo | Chief Entertainment | Executive Producer |
Martyn Shaw | Initiative Media | Digital Director |
Matt Quinn | Initiative Media | Digital Prodcuer |
Simon Flaxman | Initiative Media | Commercial Director |
Sean Richardson | Initiative Media | Communications Strategist |
Linda Rocak | Initiative Media | Business Director |
Daniella Rochi | Initiative Media | Business Manager |
Team Mnet | Mnet Mobile | App Development |
Online banners, social media, on ground activations and a series of six TVC’s, invited fans to download the App and return tennis serves from live television broadcast for a chance to win an all new Kia Cerato Koup Turbo. Once downloaded fans could practice returning one of 6 different serves from a dedicated website, or return serves live from their TV during the two week national Broadcast. They were also encouraged to return the serves at Australia’s biggest shopping centres, and at the Kia activation sites in and around the Australian Open.
The GAME ON App became a smash hit. Over a three week period we achieved over 193,000 downloads and 320,000 entries, exceeding Kia’s best previous promotion by over 300%. Amazingly, on average, fans spent 15 minutes playing the game and engaging with the brand, and without any international media spend, GAME ON went global, and was played in over 110 countries. In the first week, the App became the No.1 free App on iTunes, and in turn became Australia’s most successful automotive App ever. But most importantly, Kia had their best January and February sales on record.
As the major sponsor of the Australian Open, Kia has been bringing live tennis action to living rooms for 12 years. But as technology continues to fly at breakneck speed, the challenge to engage with the fans and keep their attention is becoming more and more difficult. One thing that Kia has learned over the years though is that fans love nothing more than getting as close to the action as possible. So this year, Kia took that experience to a whole new level, by developing a World first App that allowed fans to return serves from live Television Broadcast, using their smart phone as a racquet. The App, called GAME ON used Audio watermarking technology, handset timer, Giro, and accelerometer to measure how well players timed their return, how hard they hit it, and then calculated their score immediately.