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VIRGIN AUSTRALIA – FAN REPORT

In sports, the players’ performance decides the result. But, how do upsets happen? Some teams have an extra member. The fans. Virgin Australia, the official travel partner of the AFL set out to prove the value of fans travelling to support their team. To do this, we analysed sport in a way never done before, measuring the impact fans have on the scoreboard and creating the first ever Fan Report. HOW IT WORKED In-stadium monitors along with software and hardware systems recorded fan performance. Heart rate monitors similar to the ones players wear gave us unique insights connecting fan performance to player performance, fans peaking at 158 bpm and players at 156 bpm. Custom software systems monitored the length and loudness of chants and cheering, along with colour analysis to find the most dominant team colour in the stadium and in social. Our fan report inspired a new TV segment, with live fan reports born in social broadcast to over 7m viewers on TV.

Project Roles
Creative Director
Company
DDB
Skills
Conceptual, Digital Tech, Information Architecture
Media
Commercials - Broadcast, Social Media Content
Project Industries
Travel/Tourism
VIRGIN AUSTRALIA – FAN REPORT
VIRGIN AUSTRALIA – FAN REPORT