AUCKLAND, Tuesday: ANZ has employed augmented reality (AR) to allow young Kiwi cricketers to enjoy an up and close experience with their heroes.
A number of agencies were involved in the project (scroll down for the Credits)
ANZ has introduced Most Valued Player certificates this season and designed a custom-built MVP smartphone app. When recipients hold their phones over the certificates, Blackcaps and White Ferns legends Kane Williamson, Trent Boult and Suzie Bates appear with a special message about positivity and teamwork.
ANZ’s head of sponsorship Sue McGregor says AR helps to build a deeper connection with young cricketers by adding an exciting and interactive layer to the certificates. Recipients can also take a personalised photo of themselves with the players and share with friends and family.
“Filmed with the same ultra-hi-def camera used for The Avengers, this marks the first time AR has been leveraged as part of a NZ campaign to bring people closer to players”
“We wanted to inspire young Kiwi cricketers and connect them with their role models, and this technology makes it possible,” McGregor said.
“We chose AR because it gives young cricketers an emotional connection with their heroes, and lets us reach more people through the shareability of the content.”
Filmed with the same ultra-high-definition camera used for the Avengers film series, this marks the first time augmented reality has been leveraged as part of a New Zealand campaign to bring people closer to players.
“The players were fantastic to work with,” McGregor said. “Filming for AR is more challenging than regular video, but they knew this was an opportunity to inspire the next generation of cricketers.”
CREDITS
Client: ANZ
App Development: Curiat (curiate.co.nz)
Filming: Component Media (component.net.nz)
Design: Dave Clark Design (www.daveclarkdesign.com)
PR: Sputnik (www.sputnik.co.nz)
Image: Supplied by Sputnik
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