Alert Shirt
Australian Rules Football is a national obsession. As a result, fans already get great coverage of football games on free-to-air TV. So how do you convince them that subscribing to pay TV gets them even closer to their team? We physically connect them to the game.
Agency: CHE Proximity, Melbourne
Role: Executive Creative Director
Our Approach
A world first in wearable technology, Alert Shirt literally connects fans to the game, allowing them to feel what the players feel live as it happens. The shirt works in conjunction with a bespoke phone App that captures real-time game data and relays it via Bluetooth to electronics inside the shirt. Here it is converted into powerful sensations that simulate the live play. The campaign launched at the start of the footy season with online videos, social media, microsite and PR.
By targeting football club members and loyal Foxtel fans we sparked positive conversation about Foxtel that spread to the broader football community.
Customer reaction
The Alert Shirt hit the mark. In the first week, the Alert Shirt conversation took off with 2.1 million people reached on Facebook, 135,000 video click-throughs and 400,000 Twitter impressions. Longer term, we saw an unprecedented nine per cent increase in programming perceptions during the campaign.
Fundamentally, we changed the rules of broadcast television, transforming professional sport from something you watch to something you’re physically involved in. Alert Shirt signals a new era of product that is part of the ‘internet of things’; wired to what they want and delivering the experience instantly.