Experiences

Kick to Fly

Client
Virgin Australia
Creative
DDB
Project Director
Carl Tindall
Technical Producer
Rob Hughes
Animation Producer
Peter Magdas
CG Supervisor
Phil Hassan
Creative Technologist
Josh Harle

Brief:

Virgin Australia had the opportunity to activate during the 3/4 time show of AFL games at the brand new Optus Stadium, Perth.

Response:

We worked with creative partner DDB to develop the Kick to Fly activation, allowing two lucky audience members to take a punt and win a trip to one of Virgin Australia’s fabulous destinations. Utilizing the field side screens we set a roulette wheel spinning around the whole stadium, displaying destinations ranging from LA and Hong Kong to Broome and Kununurra. The participant is then encouraged to try and kick a footy at that destination.

Using implanted GPS chips we are able to track the kicked footballs flights and isolate where the football would have landed. This data feeds instantaneously into our video control system triggering a dramatic 3D animated winning sequence on the stadiums enormous superscreens.

Results:

This engaging activation will be 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.