AUSTRALIAN OPEN TENNIS
Recognising the rise of smartphone ‘second screening’, I conceived a world-first augmented reality experience that transformed Australian Open viewers into virtual tennis players using their own phones. The campaign became Australia’s most successful automotive app and helped Kia achieve its best January sales on record.
The Opportunity
As audiences increasingly watched television with a smartphone in hand, there was an opportunity to transform passive sponsorship into an interactive brand experience. It also positioned Kia as an innovative technology brand, not just an automotive manufacturer.
The Solution
The Game On app used augmented reality to allow viewers to return a serve from Australian tennis player Sam Groth – the world’s fastest server – for the chance to win a Kia Cerato Koup Turbo.
The campaign extended across television, digital, website, and interactive installations at the Australian Open and Melbourne’s Federation Square, seamlessly connecting physical and digital experiences.
The Results
• Played in 110+ countries without international media spend.
• No.1 free app on iTunes in its first week.
• More than 320,000 competition entries, outperforming Kia’s previous best promotion by 300%.
• Australia’s most successful automotive app.
• Kia’s best January sales on record.
