Seiko and Initiative serve up new VR Australian Open experience

16 January 2019

Media Agency: Initiative (NSW)

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Seiko is hoping its latest activation for the event is a 'grand slam'.

Watch brand Seiko and Initiative has teamed up to develop a virtual-reality activation in the lead up to the Australian Tennis Open featuring world tennis No. 1 men’s player Novak Djokovic.

The virtual-reality experience allows people to return a serve from Djokovic, who is also a global brand ambassador for Seiko.

“Seiko needs to constantly innovate our marketing to remain highly visible among the big watch brands of the world,” Seiko group marketing manager Stuart Smith said.

“Initiative demonstrated great technical and creative expertise to highlight how we can very effectively combine our ambassadorship with Novak Djokovic with state-of-the-art technology to draw people to our brand.”

The person to return the most number of serves to a pre-set target is rewarded with a Novak Djokovic special edition watch and a $1,000 cash prize.

“The Open is an iconic cultural event in Australia and the world’s sporting calendar. Seiko has a comparatively modest budget so being strategic in how we capture people’s attention and grow the brands relevance is critical to their success. Seiko continues to be a progressive marketer in this area," Initiative Chief Strategy Officer Sam Geer said.

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