Following hot on the heels of its flagship tournament, the Australian Open, Tennis Australia launched a new campaign for its ANZ Tennis Hot Shots program called ‘Noise Please!’
The energetic campaign, developed with creative agency Hard Hat, aims to raise awareness of Tennis Australia’s coaching sessions for kids aged 5 to 12 and thus drive participation.
A vibrant and infectious initiative, ‘Noise, please!’ runs spans print, radio and digital platforms and will run through the Australian summer tennis season.
With upbeat creative, the work aims to celebrate and showcase the main elements of the ANZ Tennis Hot Shots program and it actively encourages children to ‘Bring The Noise’ to every session.
The approach also aims to break down some preconceived ideas about the sport of tennis by showcasing its fun side and emphasising themes such as play, learning, teamwork and friendship.
The lead video was helmed by Hugh Peachey: who set out to bring the objectives to life via perfect shots that capture upbeat and incredible moments from children engaging in Hot Shots.
The spot is set to a catchy track by Miami Horror collaborator Geordie Hewitt which aims to capture the energy and attitude of a Hot Shots session.
“The ANZ Tennis Hot Shots program does so much for the kids who participate in terms of building skills and confidence – which is exactly what parents expect,” explained Hardat co-founder and strategy director Dan Monheit.
“What was amazing, and if we’re honest, a little surprising, was the level of pure fun and excitement we experienced in the sessions we visited – which is precisely what we’ve set out to convey.”
Jo Juler, the head of marketing at Tennis Australia added: “Our results for 2017/18 have been fantastic and it was wonderful to kick off the summer with a bang. We have seen a 41% increase in participation year on year, taking our ANZ Tennis Hot Shots numbers to 543,850 with a split of 44% girls and 56% boys. We were thrilled to have a campaign that reflected not only the energetic and social benefits of the program but also the inclusivity and undeniable fun.”
The initiative was developed for Tennis Australia marketing boss Jo Juler and marketing manager Sally Hooper by Hardhat and a team that included director Hugh Peachey, producer Liz Reeder, copywriter Jonathan Heath, art director Tom Fitzgerald, account director Jenna Hall and senior account manager Gabi Raison.
Comment:
We feel the noise!
The programme promotional campaign followed on from Hot Shots sponsor ANZ’s own Australian Open multi-strand activation in January which was fronted by Paralympian and Grand Slam champion Dylan Alcott and included Hot Shots experiences (see case study).
Links:
ANZ Tennis Hot Shots
https://hotshots.tennis.com.au/
ANZ Australia
https://www.facebook.com/ANZAustralia/
Tennis Australia
https://twitter.com/TennisAustralia
https://www.facebook.com/TennisAustralia/
https://www.instagram.com/tennisaustralia
https://www.youtube.com/user/TennisAustralia
Hardhat
Leave a comment
You must be logged in to post a comment.