The Woolworths Summer Sensorium is taking place at the tennis tournament in Melbourne from Monday 16 – Sunday 29 January. In conjunction with the Woolworths marketing team, BEcause Experiential Marketing, devised the free visitor activation on Grand Slam Oval at Melbourne Park with an experience that appeals to all five senses with ‘A Taste of Australian Summer’. It offers fans the opportunity to see, touch, hear, smell and taste Woolworths’ fresh seasonal produce and immerse themselves in an environment which also showcased the local farmers that partner with Woolworths.
Housed within a giant geodesic dome, the immersive multi-sensory food experience provides a rounded paddock-to-plate journey for participants. Consumers can enjoy three summer-inspired dishes taken directly from the pages of Woolworths’ FRESHmagazine, each expertly paired with fresh juices to enhance tasting pleasure.
The journey takes full advantage of the distinctive dome with highly visual and immersive 360˚ projections produced by Visual Playground, with full narration to take those inside on a full journey of paddock to the plate. The integrated campaign is being amplified by PR via a media launch involving top Australian tennis player Daria Gavrilova and the Woolies Ballkids, all of which is amplified across the Australian Open social channels. The Sensorium is also attracting a great deal of attention from the visitors attending the event from both Melbourne and across the country.
Andrew Hicks, director of marketing, Woolworths, comments: “The Australian Open is an iconic Aussie event and we wanted to use our partnership this year to bring to life the great quality food our farmers produce for our customers through a unique and memorable experience. As well as our sponsorship of the Woolworths Ball Kids at the Australian Open, the Summer Sensorium also supports our aim to inspire a healthy Australia and feed fresh talent by showcasing the amazing recipes within our FRESH Magazine, all inspired to create quick, healthy and affordable meals for all the family, ensuring our customers can make the most of their summer.”
Gareth Brock, client development director at BEcause Australia, adds: “This fresh new sensory food experience will leverage Woolworths’ fresh food credentials and the supermarket’s sponsorship of the Australian Open by educating, engaging and inspiring consumers about how to use and enjoy the freshest seasonal produce. With sessions running daily, the combination of immersive, projection mapping technology with exclusive juice pairings will deliver a truly interactive tasting experience.”
This year’s Australian Open tournament is expected to attract more than 700,000 visitors from around the globe across 14 days. Visitors to the Grand Slam Oval at the Open can reserve a ticket onsite at the experience daily.