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Game changing technology that physically connects fans to their team

Game changing technology that physically connects fans to their team

As the Australian Rules Football season approaches, Foxtel’s creative agency, CHE Proximity has launched a new campaign for AFL lovers and Fox Footy customers to get them closer to the action than ever before.

The ‘Alert Shirt’ uses wearable technology to take the AFL fan experience into the physical world, allowing fans to feel what the players feel live as it happens during the game.

“Up until now fans have only been able to connect with their team on an emotional level,” CHE Proximity Executive Creative Director, Leon Wilson said. “Now they can physically feel every impact, rush of adrenalin, or anxious heart beat.”

Foxtel Executive Director of Sales and Marketing, Ed Smith, said: “We know AFL fans are amongst the most dedicated sports fans in the world, and at Foxtel we’re always looking for ways our subscribers can connect with the game and their favourite team. The alert shirt is the first of its kind in the world and we’re proud to offer this ground-breaking technology to AFL and Fox Footy supporters.”

Real-time game data is transmitted via a mobile Bluetooth app (available on IOS and Android) to the electronics inside the shirt. The Alert Shirt converts this data into powerful sensations that simulates the live sporting contest. The shirt can be used during live games shown on FOX FOOTY and FOX FOOTY HD on Foxtel.

The product development process saw CHE Proximity and wearable technology experts We:Ex working closely with AFL captains, Scott Pendlebury of Collingwood, Luke Hodge of Hawthorn and Trent Cotchin of Richmond, to get a deep understanding of how the body feels during key moments of the professional game.

“The good thing about the Alert Shirt is now people at home will be able to feel the impact of what players feel on the ground,” said Luke Hodge, Hawthorn Football Club Captain.

The Alert Shirt is available to AFL club members who purchase Foxtel and loyal Foxtel fans. It will be launched online with videos of Scott Pendlebury, Luke Hodge and Trent Cotchin demonstrating some of the behind the scenes R&D.

View the videos here: http://www.youtube.com/watch?v=maHGf3LNGMs

Credits

Client: Foxtel

Ed Smith, Executive Director of Sales and Marketing

Jesse Stephens, Head of Acquisition Marketing

Emma Lambourne, Acquisition Marketing Manager

Tara Langtry, Acquisition Marketing Executive

 

Agency: CHE Proximity

Leon Wilson, Executive Creative Director

Sam Harris, Copywriter

Tom Wenborn, Art Director 

Sam Maguinness, Head of Digital Craft

Tom Lear, Digital Designer

Tony Chilvers, Planning Director – Interactive

James Needham, Planning Director – Brand

Elizabeth Bierre, Senior Account Director

Shannon Mason, Senior Account Manager

Josh Armstrong, Senior Account Manager

Richard Taylor, Head of Digital Creation

Di Nash, Head of TV Production

 

Production Partner: Wearable Experiments (We:eX)

Ben Moir, Technical Director

Billie Whitehouse, Fashion Director

Annabel Stevens, Digital Research Manager

JP Liew, Electronics Engineer

 

ENDS

 

For more information, please contact:

Danielle Veldre
Access PR
T: (02) 9292 7009
M: 0408 972 997
E: danielle@accesspr.com.au