Seiko builds new Novak Djokovic VR experience ahead of the Australian Tennis Open via Initiative
Watch brand Seiko and media agency Initiative have developed a virtual-reality activation in the lead up to the Australian Tennis Open featuring world tennis No. 1 men’s player Novak Djokovic.
Seiko and Initiative built the virtual-reality experience to allow people a chance to return serve from Djokovic, who is also a global brand ambassador for Seiko. The person to return the most number of serves to a pre-set target was rewarded with a unique Novak Djokovic special edition watch and a $1,000 cash prize.
Says Stuart Smith, group marketing manager, Seiko: “Seiko needs to constantly innovate our marketing to remain highly visible among the big watch brands of the world. Initiative demonstrated great technical and creative expertise to highlight how we can very effectively combine our ambassadorship with Novak Djokovic with state-of-the-art technology to draw people to our brand.”
Says Sam Geer, chief strategy officer, Initiative: “The Open is an iconic cultural event in Australia and the world’s sporting calendar. Seiko has a comparatively modest budget so being strategic in how we capture people’s attention and grow the brands relevance is critical to their success. Seiko continues to be a progressive marketer in this area.”
Client – Seiko Australia
Marketing Executive – Stuart Smith, Group Marketing Manager
Agency – Initiative Studio
Strategy – Initiative
Other titles –
Head of Brand Experience, Olivia Warren
Brand Experience Executive, Lachlan Wood
Creative Content Produce, Jared Ben
Creative Content Produce, Jacob Abi-Arrage