Project Overview
ANZ Breakpoint is an immersive, large format interactive game that allows fans to experience the thrill of playing a high energy tennis-themed game in an abstract world of obstacles and achievements.
Project Commissioner
Project Creator
Team
Engagment Partner: Chris Wilson
Creative Director: Daniel Cheong-See
Immersive Design Lead: Rob Weir
Visual and UI Design: Andrew Nguyen and Jeremi Flor
VR Development: Timothy Plester and Kevin To
Software Development: Leigh Mannes, Rob Caporetto, Paul Stapelberg
Project Management: Lorena Cid
Head of Marketing, ANZ Australia: Carolyn Bendall
Senior Sponsorship Manager, ANZ Australia: Hayley Smith
Senior Sponsorship Manager, ANZ Australia: Troy Buntine
Sponsorship Manager, ANZ Australia: Tina Biscan
Project Brief
As a major sponsor for the Australian Open Tennis Tournament since 2010, ANZ has a reputation of creating engaging and exciting brand experiences at the Grand Slam Oval – the hub for tennis fans to experience fun and entertainment. With a through-put of over 3,000 patrons a day queuing for up 45 minutes each, the activation needed to leave a memorable impression of the ANZ brand. In 2017 ANZ partnered with Deloitte to create a unique experience that was bigger, better and would get fans talking.
ANZ wanted to build on their mobile payments campaign, ‘keep moving’ - and create a large scale interactive experience for the thousands of tennis fans attending the Australian Open.
To get the fans moving the Deloitte Digital team envisioned an immersive digital tennis game that allowed players to serve, backhand and volley just like the legends. Drawing on the spectator aspect of tennis, we decided a key objective was to also delight and engage those waiting to play.
Project Need
Spanning 54 square metres, ANZ Breakpoint centred around an awe-inspiring digital installation of three projected game booths designed to be as immersive for the individual players as it was for those watching.
The installation used a combination of motion sensors, surround sound and seamless projections to create a unique, open-air immersive experience. Players could pick up a regular tennis racket, step into the game and begin playing straight away - with little need for instruction or obvious technology. After completing their game, players could then send themselves a video capture of the experience to an email address for sharing on their preferred social channels.
Famous commentator Craig Willis provided the voice-over to guide players, give encouragement and further capture the message of the ANZ campaign - ‘keep moving’.
User Experience
The experience had to be accessible to all skill levels and ages, as well as being intuitive enough to not need detailed instructions or experience.
We designed the gameplay to be thrilling but simple, so the diverse range of players could intuitively pick up a racket and start swinging. The experience was an abstract representation of ANZ's overarching 'Keep Moving' campaign - encouraging players to push through obstacles, keep moving and focus on their goals and achievements - swinging a tennis racket at virtual targets on screen.
The Breakpoint experience was also designed to be as immersive for the players as it was for the audience. It was important that the setup allowed multiple patrons to play at any one time, whilst providing an exhilarating spectacle for the audience waiting behind them.
Sustainability
Over the course of the 13 day Australian Open tournament, patrons played the ANZ Breakpoint experience over 6,700 times - the activation in full usage from opening to closing hours.
Players were awarded with unique video captures of their experience – with 75% of players requesting their video via email to share on their social channels.
Marketing - Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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