Virgin Australia had the opportunity to activate during the 3/4 time show of AFL games at the brand new Optus Stadium, Perth. Naturally, we wanted an activation that merged the brand with the joy of AFL.
We worked with creative partner DDB to develop the Kick to Fly activation. Using the field side screens, we set a roulette wheel spinning around the whole stadium, displaying destinations like LA and Hong Kong, Broome and Kununurra. The participant then kicked a footy at their desired destination. An implanted GPS chip tracked the football’s flight and determined where on the roulette wheel it would have landed. This triggered a dramatic 3D animated winning sequence on the stadium’s enormous superscreens.
This engaging activation was rolled out at every West Coast Eagles and Fremantle Football Club (Dockers) game for the season, creating over 20 winners and viewed by over 400,000 people.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.