ANZ Bank has brought Novak Djokovic back for its campaign around the Australian Open Tennis, using the Melbourne Grand Slam event as a major fundraiser for World Vision.
In its eighth year as a major sponsor of the tournament the bank is also pushing further with technology, including its first move into virtual reality.
This year’s campaign sees the world number one channel some interesting characters from the world of tennis in a campaign urging people to take selfies wearing headband and push them out on social media using the #HeadbandForGood hashtag.
With ANZ donating $2 for each selfies World Vision could receive up to $100,000 from the bank through the promotion.
Louise Eyres, ANZ group general manager of marketing said that rather than a straight sponsorship, ANZ’s involvement in the Australian Open with Djokovic had evolved into a true media play, extending across multiple platforms and social media.
She admitted that the tennis star’s massive social following was one of the keys to the success of the program.
“(Originally) we were really looking at it as a vehicle to get our brand across the region, and really it was about logo recognition off the back of our new brand identity work.
“When we look seven years on we are now seeing campaigns that are centred around social and digital, so last year’s Rally For Good was ANZ’s highest performing campaign to date at that time in terms of engagement and reach and already Headband for Good as a partnership with World Vision has surpassed those numbers having only been in market a week.”
Eyres said that teaming with World Vision had helped to amplify the campaign, with views of the Novak Djokovic Headband for Good video already exceeding one million in the region.
She said that the relationship with tennis was now far more focused on the content opportunities with the tennis star, going behinds the scenes with him and creating work customers were keen to engage with.
“Using technology is where we are also looking year on year to keep enhancing,” she said.
ANZ will be using LED movable billboards within the grounds at The Australian Open for the first time this year.
“We are bringing technology and experiences to bear across the touchpoints,” Eyres added.
Another first for the bank will be the creation of a virtual reality experience at the tournament that will let people experience what it is like to be Djokovic walking out on to centre court.
Eyres said it had been a challenge to get the content right but that it had been worth the extra effort.
The bank’s use of the tournament as a platform has also grown from a two week window to an eight week engagement program that begins at the end of December to take advantage of the summer of Tennis.