Shaun O'Connor – Creative Director
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Virgin Australia – Fan Report

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.

 
 

Virgin Australia Fan Report – case study

 

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.

Data gathered allowed us to make what’s ordinarily invisible, visible and create a new kind of sports report. The first ever Fan Report.

 
 Visualisation of how and where we monitored fan performance.

Visualisation of how and where we monitored fan performance.

 
 We used Instagram Stories to show fans how their performance influences the game.

We used Instagram Stories to show fans how their performance influences the game.

 
 
 
 
 

The Results

Our fan insights inspired a new segment for tv commentators, with live fan reports born in social then broadcast to over 7m viewers on TV.

As the Richmond Tigers claimed their first premiership in 37 years with the help of 70,000 raucous supporters. All in a match where the underdogs had 70% of the support, we saw the true power of fans. As the Richmond Tigers claimed their first premiership in 37 years.

 
 
 

Production Company

Assembly + Sedona

Creative Direction

Creative Lead
Concept Development
Art Direction
Visual Design
Motion Design