|Title||THINKING OUTSIDE THE COURT WITH NOVAK DJOKOVIC|
|Product / Service||ANZ|
|Category||A03. Online: Fiction & Non-Fiction|
|Entrant||OCTAGON Singapore, SINGAPORE|
|Idea Creation||OCTAGON Singapore, SINGAPORE|
|Production||OCTAGON Singapore, SINGAPORE|
|Ethan McLean||Milkmoney||Senior Director|
|Shabaz Hussain||Octagon||Senior Account Manager|
|Ben Hartman||Octagon||Managing Director|
|Matt Taylor||Milkmoney||Executive Producer|
|Adam Hodge||Octagon||Head of Strategy (APAC)|
|Elisa Silbert||ANZ||Head of Global Brand Marketing|
|Louise Eyres||ANZ||Group GM Marketing|
|Kim McFarlane||ANZ||Corporate Brand Sponsorship Manager|
|Adam Docker||Milkmoney||Director Of Photography|
Athletes aren’t actors. But they do speak from the heart. We brought our stories to life by harnessing Novak’s emotions to create a personal connection. In films that are unscripted, we allowed Novak to be himself, speaking to areas that supported the ANZ brand message. It’s what you do outside the court that drives your success on the court, and that you need to take on the world, your own way. His life was the perfect demonstration. A man who has found his energy that fuels his success, and a man who knows that there is more to Tennis than a ball and a racket. We did not record lines. We had conversations. But we wanted to go one step further and allow millions of fans to understand Novak intimately, by literally stepping into his tennis shoes. Welcome to 'Novak's World' a Virtual Reality Experience for fans.
The campaign launched across Asia Pacific in December 2015 ahead of the Australian Open 2016 in February. And whilst it was fully integrated, the 2 documentary style webfilms set the tone for how ANZ was being viewed in market. Genuine. Relate-able. Approachable. Traits not normally associated with a bank. 1 x 30 sec TVC 2 x Documentary style online films 5 x 15 sec pre rolls Print/Outdoor Digital/Social Activation: Virtual Reality experience "Novak's World" – to give a never before seen view into Novak’s life PR/Media Grassroots Activation We were able to achieve all of this all within just 8 hours of contracted production time.
Through the campaign, our audience discovered that Novak is truly a man who takes on his world, his way. We reached our affluent consumers where they were – relaxing during business travel, family time, at sporting events and online. And the results were a Grand Slam 1. ANZ achieved a 50% increase in awareness of their tennis partnership since 2014. 2. Resulting in 17% boost in positive sentiment for ANZ. 3. Novak’s world VR activation increased traffic year on year by 10 x during the Australian Open 4. With 88 Million Impressions, the social media CSR campaign was ANZ’s best yet.
Work in the Entertainment category should do exactly that: Entertain. Our recent work with ANZ Bank and the World’s No. 1 Tennis player, Novak Djokovic, delivers. The most powerful pieces of entertainment have one thing in common: they ignite emotion. Be that laughter, inspiration, sadness, or happiness, we walk away with a part of ourselves different than before. In partnership with Novak Djokovic, this film series helped ANZ change perceptions of both the player and the bank.
ANZ understands today’s world is challenging in it's pace and complexity and we must each be highly adaptable to take advantage of all the opportunities the world presents. ANZ want to be seen as the bank that supports you to take on your world, your way. How do we communicate this message to an affluent Asia Pacific audience - that we are the bank to support every facet of your life? The answer - To partner with a global sports star known for more than just his on court ability. ANZ, and the worlds #1 tennis player Novak Djokovic, co-created an integrated campaign bringing to life his different sides.