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CHE Proximity creates ‘Alert Shirt’ for Foxtel which allows AFL fans to experience the physical world of the game

Foxtel, with help from CHE Proximity, is making the most of the wearable technology trend in its latest campaign which aims to take the AFL fan experience into the physical world by allowing them to feel what the players experience as it happens during the game.

CHE Proximity has created the ‘Alert Shirt’, working with wearable technology experts We:Ex to gather real-time game data which is transmitted via a mobile Bluetooth app to the electronics inside the shirt.

https://www.youtube.com/watch?v=maHGf3LNGMs

The shirt then converts this date into sensations that simulates the live sporting content and can be used during live games shown on the Fox Footy channel.

CHE Proximity executive creative director Leon Wilson said: “Up until now fans have only been able to connect with their team on an emotional level. Now they can physically feel every impact, rush of adrenalin, or anxious heart beat.”

The agency and We:Ex worked with AFL captains Scott Pendlebury of Collingwood, Luke Hodge of Hawthorn and Trent Cotchin of Richmond, to get a deep understanding of how the body feels during  moments of the game.

Foxtel executive director of sales and marketing Ed Smith said: “We know AFL fans are amongst the most dedicated sports fans in the world, and at Foxtel we’re always looking for ways our subscribers can connect with the game and their favourite team. The alert shirt is the first of its kind in the world and we’re proud to offer this ground-breaking technology to AFL and Fox Footy supporters.”

The Alert Shirt is available to AFL club members who purchase Foxtel and existing Foxtel fans.

Credits:

Client: Foxtel

  •  Ed Smith, Executive Director of Sales and Marketing
  • Jesse Stephens, Head of Acquisition Marketing
  • Emma Lambourne, Acquisition Marketing Manager
  • Tara Langtry, Acquisition Marketing Executive

Agency: CHE Proximity

  • Leon Wilson, Executive Creative Director
  • Sam Harris, Copywriter
  • Tom Wenborn, Art Director
  • Sam Maguinness, Head of Digital Craft
  • Tom Lear, Digital Designer
  • Tony Chilvers, Planning Director – Interactive
  • James Needham, Planning Director – Brand
  • Elizabeth Bierre, Senior Account Director
  • Shannon Mason, Senior Account Manager
  • Josh Armstrong, Senior Account Manager
  • Richard Taylor, Head of Digital Creation
  • Di Nash, Head of TV Production

Production Partner: Wearable Experiments (We:eX)

  • Ben Moir, Technical Director
  • Billie Whitehouse, Fashion Director
  • Annabel Stevens, Digital Research Manager
  • JP Liew, Electronics Engineer
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