The wearable ‘ANZ Support Band’ will connect Kiwi sports fans to New Zealand athletes at the this year’s Olympic and Paralympic Games by simply tapping their device which leads to the athletes receiving the vibration of support via their own wristband.
Developed for ANZ by creative agency TBWA\NZ, the ANZ Support Band uses Bluetooth technology to connect athletes and supporters despite the pandemic-enforced closed borders, social distancing and athlete bubbles.
With overseas fans set not to be able to travel to Tokyo 2020/2021, the high-tech, first-of-its-kind band is being offered by the financial brand to as a form of direct connection and a show of the Olympic spirit of friendship, solidarity and fair play.
The supporters/sports star connection can be achieved either via the wristband or through the New Zealand Team app).
ANZ worked with the New Zealand Olympic and Paralympic Teams on the project and the partners also decided to open source the technology they spent the last year working on for the rest of the world to use.
The branded product is being promoted through PR and via a digital-first campaign led by ‘How It Works’ and ‘Why It’s Important’ videos.
ANZ Support Band – How it works from TBWA\New Zealand on Vimeo.
ANZ Support Band – Why it's Important from TBWA\New Zealand on Vimeo.
The band is the result of group development by ANZ, New Zealand Olympic Team, New Zealand Paralympic Team, Satellite Media, Gladeye and TBWA (as well as several athletes including sprint cyclist Sam Webster) and the team has decoded to open up the technology so other sports teams can use it to feel the support of their fans.
The initiative and promotional work was developed for ANZ Bank New Zealand by creative agency TBWA\NZ, technology partner Satellite Media, NZ Team App Developer Gladeye, with creative production by TBWA\Bolt and public relations handled by TBWA\Eleven PR.
“We’re all part of the global Olympic family and not having our friends and families with us will impact us all – whether we’re representing New Zealand or any one of the world’s 206 Olympic nations,” explained NZ Olympic Team CEO Kereyn Smith
“Wherever they are from, athletes have worked incredibly hard to get to Tokyo and to be expected to perform without the physical presence of loved ones and fans will be tough, so we’re grateful to be able to provide a way for them to still feel the support they deserve. That’s why ANZ decided to open up the technology for all to use. Right now, we and the world’s athletes need this more than ever.”
TBWA\NZ CCO Shane Bradnick added: “It’s well known the crucial role touch plays in our wellbeing. Whether support, respect or empathy, it’s something we’ve all missed and something we know our athletes will miss at this year’s Olympic and Paralympic Games. The ANZ Support Band aims to bridge that gap by showing our athletes that we’re thinking of them and supporting them through a tiny pulse on the wrist.
Cyclist Sam Webster added: “As an athlete, you thrive off the energy a crowd can bring. Without that support its tough, I love the fact we are giving away this incredible technology so my fellow athletes from around the globe have the chance to feel their fans’ support too.”
ANZ New Zealand CEO Antonia Watson said: “In Tokyo, all national teams will be facing the same challenges and we know the difference the support from fans and loved ones can make. This is why we wanted to make sure athletes wherever they are from could still receive that support and fans could show their teams they are right behind them even though they may not be there physically. This is why we’re opening up the technology behind the ANZ Support Band.
Fiona Allan, CEO of Paralympics New Zealand, commented that by sharing the technology the group is reflecting the values of the Games: “The Paralympics are all about athletes and teams coming together to showcase courage, determination, inspiration and equality and in doing so, drive social inclusion. The sharing of this technology so athletes across the world can now feel the support of their fans back home epitomises the Paralympic spirit and the core values of inspiration and inclusion.”
Comment:
The rescheduled Olympic and Paralympic Games are set for Tokyo from 23 July 2021 and are set to look distinctly different from all previous Games as COVID-19 will limit audiences and travel.
The initiative sees ANZ leverage its partnership with the New Zealand Olympic Committee and Paralympics New Zealand.
ANZ has been the Major Sponsor of the New Zealand Olympic Committee since 2012, supporting New Zealand’s athletes at a host of international events including the Olympic and Commonwealth Games. This sponsorship allows ANZ to deliver memorable experiences and unique opportunities.
The bank also supports several Kiwi Olympic athletes including Tom Walsh, Sam Webster, Emma Twigg as well as retired Olympic Gold Medalist Eric Murray and supports the next generation of potential Olympians and Paralympains via the ANZ Olympic Pathway Programme.
Smartwear has been associated with sports events and sponsorships for almost a decade now with initiatives linked to connectivity, problem solving and payment ranging from Visa’s Olympic Smart Apparel to Samsung’s Blind Cap and McDonald’s London 2012 Shake App.
While other initiatives linking fans at home to the action via vibration include the NHL San Jose Sharks Sofa Shaker, Foxtel’s ‘Alert Shirt’ and the Atlanta Falcons in stadium ‘Rumble Seats’.
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