Medibank enlisted the expertise of Interbrand Melbourne and alive to create and develop Medibank’s activation space at the 2012 Australian Open.
The objective was to integrate the current ‘For Better Health’ campaign message and engage with the Australian Open attendees. Their solution was the ‘Medibank Refresh Trail’ – an interactive, multisensory environment that featured elements such as an aromatic fresh rosemary wall upon entry, soft tactile finishes of ribbons and leaves, and a custom made white tennis ball feature wall.
The Medibank activation space at this year’s Australian Open Tennis.
Senses were heightened with customised lighting and soundscapes, animated visual content and a feature reflective water wall.
Inside the space, Medibank clinicians were on hand to check Body Mass Index (BMI) and blood pressure over eight days of the activation period. Everyone who embarked on the Refresh Trail received Medibank hydration drink pouches, autograph books or wet wipes.
A variety of interactive digital touch points using custom iPad applications also engaged the public with Medibank’s core message, products and services. These included ‘Energy Balancer’, ‘Get Tips’, ‘Anywhere Health Care’ and ‘Express Yourself’.
Participants engaged with the activation via interactive touch points using custom iPad applications.
The Refresh Trail proved to be a most sought after oasis for tennis fans to escape the heat of the Australian sun and the excitement of match days. Over 680,000 people attended the 2012 Australian Open event and of that, over 9,500 people visited the Medibank Refresh Trail.
During the activation period, more than 2,000 health tests were performed with a Medibank clinician and celebrity appearances by Bernard Tomic and Tom Williams generated additional media coverage.
alive’s team of project managers, designers, IT specialists and builders spent five months developing and managing all production elements prior to activation.
During the activation, more than 2,000 health tests were performed with a Medibank clinician, checking blood pressure, BMI and more.
“Working with alive to create Medibank’s brand activation at the 2012 Australian Open was a great collaboration,” said Andy Wright, general manager, Interbrand Melbourne.
“With alive specialising in event management and our expertise in brand management and design, we worked together to deliver a truly engaging, impactful and unique experience for tennis visitors.”
Celebrity appearances by Tennis great Bernard Tomic boosted the media coverage.
“alive created a great outcome for Medibank,” agreed Liz Palma, sponsorship & events manager at Medibank. “‘The Refresh Trail’ delivered an engaging activation space which strongly demonstrated Medibank’s enhanced capabilities and ‘For Better Health’ focus.”
