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SMARTWiG, powered by The Star

basics
Industry: Culture, Recreation & Sport
Media:Radio
Market:Australia
Style: Minimalism
descriptioncnen
ScriptInEnglish
SMARTWiG Radio featured six hours of commentary, interviews, branded content and offers so a full script is not available however we encourage you to view the case study film provided.
Implementation
The Star (leading Sydney integrated entertainment resort) innovated with SMARTWiG by creating a completely new radio channel that could only be heard through a wig. SMARTWiG Radio was a six hour show that featured interviews, commentary, branded content and offers. 12,000 people wore SMARTWiG to State of Origin and eagerly listened to what was a six hour piece of native branded radio content. In a world where radio consumption is going down and there are questions about the efficacy of radio advertising SMARTWiG changed the game by re-imagining the medium’s delivery and presentation. The Star were rewarded for their innovation with a 67% increase in visitation to the venue among State of Origin fans. (Nielsen)
EntrySummary
State of Origin is the largest event in the Australian sporting calendar. As a consequence it is a highly sponsored event with many brands competing for attention. The Blatchys Blues are a 10 year old supporter group that have become famous for their blue wigs though attendance was down and interest in the group has been waning due to a loss of novelty. The Star are an integrated entertainment resort that are heavily involved with sport as sponsors, as providers of betting platforms and their 24 hour sports bar that is the best place in Sydney to watch sport.
BriefExplanation
The Star created a new, owned media channel that allowed them to talk to a valuable audience in depth and at scale. The Star sponsor The Blatchys Blues, who come to State of Origin (Australia’s Super Bowl) each year and wear a blue wig. We updated this familiar icon by making it a SMARTWiG that gave the wearer access to a new media channel, SMARTWiG Radio, owned by The Star. It featured six hours of commentary, interviews, branded content and offers beamed directly to 12,000 eager fans. SMARTWiG added another dimension to watching the game while opening up a six hour dialogue with our customers.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Radio and Audio
Use of Audio Technology
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