Media > Use of Media
DJOKOVIC
M&C SAATCHI, Melbourne / TENNIS AUSTRALIA / 2012
Overview
Credits
OVERVIEW
Effectiveness
The tournament figures for 2012 smashed all previous records for the event. 686,006 people attended the event, a 4.91% increase on next best year’s figures. This included 80,649 people on the middle Saturday of the event – a record daily attendance figure at any Grand Slam tennis event, ever.
Execution
Tennis isn’t a team sport – people come to watch the stars. And at the Australian Open in 2012, there was no bigger star in the game then men’s world number one, Novak Djokovic. Particularly after a season in which he had won 3 grand slams on three different surfaces. We decided to get Melbourne residents excited to come and see Djokovic play live by acknowledging his remarkable recent run of form. So we retooled rotating outdoor posters at to innovatively demonstrate his achievements.
Strategy
The campaign objective was to increase attendance at the 2012 Australian Open. The previous record was 2010, when 653,860 people visited the event. The majority of our audience were Melbourne locals who had previously been to the event. So our strategy involved using targeted local media to again attract these people, while also enticing new visitors. We selected one of Melbourne’s busiest trains stations – also the closest transport hub for people attending the Australian Open. On an average week, over 45,000 people visited the station. Next, we needed to find an interesting new way to use the outdoor available on-site.
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