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Yonex

Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne
Replica request for major tennis sponsor

CHALLENGE

 

Experience agency GPJ Australia, engaged the services of DisplayWise to build an experiential brand activation for their long-standing client Yonex, at the 2020 Australian Open. Holding the position of Australian Open Official Stringer for five consecutive years, the Yonex brand has been the focus of an impressive portfolio of experiential activations in the past, and 2020 would be no different.

 

GPJ Australia conceptualized a brand activation designed to provoke a plethora of fans, both young and old to the Yonex site. The brief provided to DisplayWise, was the request of an interactive drum pad device that would integrate seamlessly with a corresponding custom gaming solution developed by the agency’s partnering brand, Spinifex.

Along with challenge of innate durability and reliable integration, the brief requested the experiential solution to be housed inside an oversized replica design of the sponsor’s iconic racket and strings.

Display Type
Brand Activation
Event
2020 AO Tennis
Venue
Melbourne Park, Melbourne
Display Size
300sqm
Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne
Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne

SOLUTION

 

DisplayWise approached the brief with an exceptional level of attention to detail, artistic flair and solid production know-how. When asked to produce an experiential drum pad device destined to experience a fortnight of unforgiving exposure, durability and reliability remained at the forefront of the proposed solution.

 

Working alongside technical provider Spinifex, an extensive testing phase was undertaken at the DisplayWise production headquarters – an initiative to ensure 100% reliability for their client before it reached the iconic sporting destination. Coinciding with the technical features of the concept’s fabrication, a meticulous level of detail was applied to the finished aesthetic. Elements such as the high gloss racket rim and its enclosed network of tension cords resulted in its oversized yet life-like Yonex racket appearance.

Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne
Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne
Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne
Interactive Brand Activation for Yonex at Australian Open Tennis, Melbourne

RESULT

 

The brand activation remained in full and exhaustive use throughout the duration of the 2020 Australian Open, with no disruptions in the concepts design, build or integrated solutions. Alongside a list of tennis stars spotted getting in on the action, was the impressive crowd of tennis fans who flocked to the scene.

 

Client, Matthew Nastasi from GPJ Australia added his thanks “Big thank you to our partners at DisplayWise who helped us with the design, build and functionality of our Yonex gaming unit. The activation looked incredible and although it took an absolute beating over nearly 3 weeks and 10,000 + uses, it managed to look brand new even on the last day! Thank you for contributing to the success of our activation at The Australian Open 2020.”