Create brand awareness for OCBC Bank during the Women’s Tennis Association Finals.
OCBC PASSION AMPLIFIED
HOW OCBC BANK OUTPLAYED THE BIGGER SPONSORS WITH A VIDEO GAME THAT’S POWERED BY FAN’S VOICES.
As the official card partner for Women’s Tennis Association Finals, OCBC Bank wanted to give every fan a tennis experience they can never forget.
But the odds were stacked against us:
How do we generate publicity in a prestigious tennis event that’s saturated with bigger brands – with bigger sponsorship deals and bigger advertising spaces.
We decided to drum up the competition by being loud. Literally.
In collaboration with Untitled Project, we harnessed voice recognition technology and created the nation’s first voice-activated tennis video game that can be played with just your voice. Thus giving every tennis fan a shot at the game, while putting all eyes and ears on OCBC Bank.
Recognising the innovation that went into this project, IMDA came on board and provided funding support to develop the voice-recognition technology.
Throughout the entire WTA tournament, almost 2,000 WTA Fanzone visitors interacted with the OCBC Bank Fan Booth where the game was housed, and in the process, generating organic social shares and conversations.
The game eventually caught the attention of OneFm radio station, which eventually escalated to an impromptu play-off between radio DJ, Cheryl Miles and a WTA Fanzone visitor.
And the game point for OCBC Bank? All this publicity without having to pay for big sponsorship deals.