THINKING OUTSIDE THE COURT WITH NOVAK DJOKOVIC

TitleTHINKING OUTSIDE THE COURT WITH NOVAK DJOKOVIC
BrandANZ
Product / ServiceANZ
CategoryA03. Online: Fiction & Non-Fiction
EntrantOCTAGON Singapore, SINGAPORE
Idea Creation OCTAGON Singapore, SINGAPORE
Production OCTAGON Singapore, SINGAPORE

Credits

Name Company Position
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
Charlotte O'Rourke Milkmoney Producer
Adam Docker Milkmoney Director Of Photography
Josh Palmer Milkmoney Editor

The Campaign

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.

Creative Execution

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.

Links
Video URL