M&C Saatchi Melbourne campaign pushes fans to attend the 2013 tournament
An M&C Saatchi Melbourne-created campaign for Tennis Australia which urges fans to follow the lead of the world’s best players and commit to attending Australian Open 2013 has launched.
The campaign’s spearhead is a 45-second TVC that features Rafael Nadal, Serena Williams, Roger Federer, Maria Sharapova, Novak Djokovic, Sam Stosur, Andy Murray, Bernard Tomic et al ‘signing up’ for next year’s tournament. They do so by autographing TV camera lenses, a ritual which has become something of a ‘signature’ of the Australian Open. Tennis fans then lend their autographs, pledging their commitment to attend Tennis Australia’s showpiece in 2013. A call to action appears as a super: ‘We’re committed to the Australian Open – Now it’s Your Turn.”
It is also rolling out in print, radio, digital, outdoor and social media.
View the spot below:
Tennis Australia CEO Steve Wood said: “Australian Open 2012 was our best ever. But we are confident that yet again some of the biggest names in sport will put on an awesome display in front of the best fans in the world and thus, make 2013 even better than 2012.”
M&C Saatchi Melbourne Creative Director Doogie Chapman said the campaign is a brutally simple request: “The very best tennis players in the world are absolutely committed to doing their best at Australian Open 2013. So now we’re asking Australian tennis fans to show their commitment to being a part of the biggest annual sporting event in the Southern Hemisphere.”