ANZ was a major sponsor of the New Zealand athletes competing at the Rio Olympics but they had a challenge: how could they get New Zealanders, who were on the other side of the world, to engage with the athletes at the game?
FCB was approached to conceptualise a solution. The idea: No matter where in the world you are, you see the same sky. ANZ was then able to work with a number of partners to execute the idea, resulting in a highly successful multi-channel campaign.
ANZ Skywriter was created using an augmented reality function. It allowed users to write a personal message for their favourite New Zealand Olympic athletes. The kiwi team were then able to access these messages of support by pointing their devices towards the sky. The messages were written in a virtual field of stars.
The results for the Skywriter element of the app were:
· 65% of users viewed the messaged in the stars – and a smaller number sent a message (15%).
· 16,239 messages sent to the stars by 8,921 unique users. 1,579 messages shared on Facebook.
· The messages functionality proved really engaging, users went to view the messages on average 3.7 times.