Beris Zanetich

Senior Creative/Copywriter

Beris Zanetich

IBM - 'Return Serve' Australian Open VR campaign

We were asked to humanise IBM technology, and their data analytics capabilities in particular. So during the Australian Tennis Open (of which IBM was a major sponsor), we decided to give tennis fans the chance to return the serve of whichever pro was currently on centre court at Rod Laver Arena, by putting the power of live data literally in their hands.

Using Oculus Rift VR goggles, customised tennis racquets and IBM’s ability to capture and analyse live on-court data, the Return Serve pop-up courts we built in Melbourne, Sydney and online gave people the chance to return a blistering first serve hit on-court just moments earlier, and then provided them with the stats to improve their next attempt.

This campaign won Bronze at the APAC Effie Awards 2015, Silver at AIMIA, Bronze at the ECHOs and Finalist at ADMA. Here’s how the AFR described it: http://www.afr.com/news/ibm-serves-an-ace-at-the-australian-open-with-powerful-analytics-20170117-gttgef


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IBM - 'Heart of the City' installation at Vivid