Retiring Australian tennis champion Lleyton Hewitt will mark his final grand slam tournament with a long-form content campaign for Industry Super Funds, letting viewers into his home and talking about life after retirement.
The campaign was created by Ensemble to be used as native content by Seven in a similar way to Jacobs Creek’s content series over previous years. It goes to air tonight to coincide with Hewitt’s first match of his final Australian Open tournament against fellow Australian James Duckworth.
Depending on the outcome tonight could be the last time Hewitt graces the grand slam stage, and marketers are cashing in on his farewell tour.
While Australian-owned Swisse Vitamins launched its campaign featuring Hewitt on the first day of the tournament, Industry Super Funds instead adopted a content strategy tied to Hewitt’s schedule and the Seven network.
Seven will broadcast the three-part long-form content piece as native content throughout the two weeks of the Australian Open. The series includes interviews with Hewitt’s parents, home videos of him as a child and Hewitt in his home.
Hewitt has never been shy about sharing his private life, selling exclusive coverage of his wedding to New Idea and publication rights to personal diaries by his wife, Bec, on the birth of their first child to rival Woman’s Day.
The new retirement pieces are a first for the sports star, taking a look back at his career and pondering what the future will be without the pressures of performing on court.
While a number of brands are celebrating the grand slam winner’s career, Industry Super Funds consider his swan-song the perfect time to link Hewitt to the retirement campaign and also to raise the concept of retirement with younger consumers watching the Australian Open.
“Through an insightful look into Lleyton Hewitt’s retirement from professional tennis, Ensemble have helped us remind members about the importance of superannuation for your retirement at any age,” said Bec Steward, marketing campaign manager at Industry Super Australia.
Swisse launched its campaign starring Hewitt on Sunday which also features home video of Hewitt practising as a youngster and reflecting on some of the highlights of his career.