GAME ON

Short List
TitleGAME ON
BrandKIA AUSTRALIA
Product / ServiceAUSTRALIAN TENNIS OPEN SPONSORSHIP
CategoryG01. Games
EntrantINNOCEAN 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

Credits

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

Creative Execution

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.

Links

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