CategoryA01. Use of Technology
Entrant Company CHE PROXIMITY Melbourne, AUSTRALIA
Advertising Agency CHE PROXIMITY Melbourne, AUSTRALIA


Name Company Position
Leon Wilson CHE Proximity Executive Creative Director
Sam Harris CHE Proximity Copywriter
Tom Wenborn CHE Proximity Art Director
Sam Maguinness CHE Proximity Head Of Digital Craft
Tom Lear CHE Proximity Digital Designer
Diego Trigo CHE Proximity Technical Director
Tony Chilvers CHE Proximity Head Of Interactive Planning
James Needham CHE Proximity Head Of Brand Planning
Susan Lyons CHE Proximity Head Of Customer Experience Planning
Richard Taylor CHE Proximity Head Of Digital Creation
Di Nash CHE Proximity Head Of Tv Production
Elizabeth Bierre CHE Proximity Senior Account Director
Shannon Mason CHE Proximity Senior Account Manager
Josh Armstrong CHE Proximity Senior Account Manager
Ben Moir Wearable Experiments Co Founder
Billie Whitehouse Wearable Experiments Co Founder
Ed Smith Foxtel Executive Director Of Sales And Marketing
Jesse Stephens Foxtel Head Of Acquisition Marketing
Emma Lambourne Foxtel Acquisition Marketing Manager
Tara Langtry Foxtel Acquisition Marketing Executive

Creative Execution

Rather than just say it, we created an experience that proved how Foxtel gets fans closer. A world first in wearable technology, Alert Shirt literally connects fans to the game, allowing them to feel what players feel live as it happens. The shirt works with a custom-built phone App that captures real-time game data and relays it via Bluetooth to electronics inside the shirt. Here it is converted into powerful sensations that simulate the live sporting play. Through the App, wearers can adjust their Alert Intensity, view a real time breakdown of sensations, and share their Alert Score with friends.

In the first week, the conversation took off with 2.1 million people reached on Facebook, 135,000 video click-throughs and 400,000 Twitter impressions - not bad for a country of just over 20 million people. Beyond the Australian football community, the campaign attracted news coverage from Delhi to Detroit including Sky News, The Wall St Journal, Mashable and Contagious. But most significantly, we’ve changed the rules of broadcast media, transforming professional sport from something you watch to something you’re physically involved in. What started as a DM brief has now become a game-changing app and product innovation, with 4,000 Alert Shirts already manufactured to connect new subscribers and existing valued customers to their teams.

Australian Rules Football is a national obsession. As a result, fans already get great coverage of football games on free-to-air TV. For the last two years Foxtel, Australia’s largest subscription television broadcaster, had sent a personalised DM piece to the member base of each Australian Rules Football club with modest success. Those who hadn’t signed up in previous years were unlikely to do so given the offer was actually more expensive than in past years. The key challenge was therefore to convince footy fans that subscribing to pay TV would get them closer to their team by creating an experience that justified the price. Whilst this claim could be rationally supported by Foxtel’s superior coverage of games and their in-depth analysis, we needed an idea that would engage fans on an emotional level and create conversation amongst the broader football community.


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