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Medibank comes ‘alive’ at 2013 Australian Open

Earlier this year, event agency alive was enlisted to assist client Medibank in a brand activation held at the 2013 Australian Open in Melbourne.

The event took place as part of Medibank’s sponsorship of The Australian Open.

Interbrand Melbourne partnered with alive event agency to develop the interactive brand event at for Medibank for the second consecutive year.

The creative direction was inspired by the healthy attitude of ‘put effort in, get out a reward.’

With an event activation space twice the size of the previous year (72sxqm) alive’s team of project managers, event planners, designers and builders worked with Interbrand to develop a total of nine interactive and engaging stations throughout the space.

The stations each offered a unique experience; turn, beat, pull, grow, discover, push, balance, measure, and a BMI (Body Mass Index) testing station.

RFID (Radio-Frequency Identification) technology was integrated into the activation to enable patrons to “check-in” and “like” Medibank on Facebook, along with an option to upload photos of patrons interacting with the stations onto their Facebook wall.

Medibank’s ‘Balance Station’ at the brand event.

Medibank clinicians were on hand to check BMI and blood pressure which proved very popular. Those who took part in the activation received a choice of a Medibank-branded hydration drink pouch, autograph book or packet of wet wipes.

Over 13,7000 patrons were encouraged to walk from the Help Yourself activation on Grand Slam Oval to a mapped out area by Margaret Court Arena where they were rewarded with a free pedometer and a complimentary 5 minute massage.

‘Help Yourself’ proved to be one of the most popular activations on Grand Slam Oval, providing a cool, fun, interactive and informative experience throughout the duration of the tournament.

Over 5,500 health tests were performed with a Medibank clinician and media appearances by Giann Rooney and Sherri Lee Biggs created a buzz.
The event also resulted in a significant Increase in traffic to Medibank website during the sponsorship activation.


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