Our brief was to deliver a digital activation to raise awareness of Kia’s longstanding partnership with the Australian Open and the brand’s strong sustainability credentials.
With the help of the professional players at the AO and tennis fans around the world, Aces for Oceans gave the global tennis community a chance to serve the oceans and help fight ocean plastic.
For every ace served (on the court or online using the Aces for Oceans augmented reality mobile game) we took ocean plastic and recycled it into tennis equipment for use by up-and-coming tennis stars of the future within Rafael Nadal’s tennis foundation.
The results?
- Over 350% target reach
- 27,778 aces served both online and at the tournament
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With the players serving up their part for the campaign throughout the tournament, we created an AR game where our audience could clean up their own court wherever they were.
A series of digital assets was created for programmatic, social and in-stadia LED wraps.
Influencers with a sustainability focus to their content were sourced from around the world to amplify the campaign message and draw attention to the fun AR tennis game with ocean preservation at its heart. We also worked with a number of media partners such as GiveMeSport to drive additional engagement.
