Sport è Salute Tennis HUB
Main category
CROSSOVER
Sub-category
7. Sports Event
Watch the event video
Event Description and Key Objectives
Sport e Salute, the Italian public company dedicated to the promotion of sport and a healthy lifestyle, launched an innovative initiative at the prestigious Internazionali BNL d'Italia 2024 tennis tournament called "Sport è Salute. Tennis Hub". Realised in partnership with AIM Group International, the project aims to position the Sport e Salute brand as a key player in the "Sport is Health" narrative by offering an engaging and interactive experience to visitors to the event.
Strategic objectives include
- Create an exciting experience: The project aims to evoke both emotional and pragmatic responses from participants through innovative sporting activities.
- Brand positioning: Establish the Sport e Salute brand as a leader in promoting the importance of prevention and a culture of exercise as a vehicle for well-being.
- Create a conversation: Generate discussions about health and wellbeing
Key challenges
The project successfully addressed and overcame several significant challenges, demonstrating resilience and adaptability, such as:
- The integration of digital and physical elements can be technically complex and logistically challenging, requiring sophisticated technology and precise coordination to deliver a smooth, immersive experience.
- Implementing real-time health monitoring during physical activity required the use of reliable technology and accurate data collection methods.
- Attracting and engaging a wide range of participants with varying levels of interest and experience in tennis and health monitoring wasn't easy. The project was designed to be accessible and engaging for all participants, from tennis enthusiasts to casual visitors.
- To provide an engaging experience that could also have a lasting impact on participants' health without being intrusive. The Phygital Tennis experience combined fun and education, leaving participants with valuable insights into their health.
Basic information about the event
Name of the organiser
AIM Group International
Location
Rome, Italy
Event duration
06/05/2024-19/05/2024
Client
Sport e Salute
VOTING LINK
Event results
Creativity
The Sport è Salute Tennis HUB used creativity to promote sport and health. Here's what made the project stand out:
- Integration of physical and digital worlds: At the heart of the Tennis Hub's creativity was its phygital environment, seamlessly blending physical activity with digital interaction. This fusion created an immersive and futuristic sports experience.
- Engaging and accessible user experience: The process was designed to be highly engaging and user friendly. Participants registered using a simple QR code and the experience was designed to be fun yet informative, ensuring that visitors of all ages and backgrounds could benefit from the activity.
- Promoting health and well-being through interactive learning: The Tennis Hub not only entertained but also educated visitors about the importance of monitoring and maintaining their health.
Innovation
An innovative 'phygital' game: During IBI2024, Sport è Salute's Tennis Hub was set up as a transparent indoor space where participants could play virtual tennis matches in a phygital environment. The central feature was the Digital Tech Wall, an interactive wall that allowed participants to play tennis, combining physical and technological elements.
A key innovation was the use of smart bands to measure participants' vital signs before, during and after their virtual tennis matches. This real-time health monitoring provided immediate feedback on physical exertion, giving participants a unique insight into their physiological responses.
The forward-thinking design of the project demonstrated how sporting events can use technology to enhance the participant experience and promote health. The planned expansion of similar initiatives, such as the upcoming 'flight simulator' at the 2024 European Athletics Championships, underlines the innovative vision and potential for continued impact.
Execution
Working closely with the client, we designed a solution that allowed participants to easily access, register and play virtual tennis matches in a phygital environment.
Registration: Participants registered via a QR code at the stand and entered their personal details on a landing page with the help of a young hostess.
Vital signs measurement: Before starting the game, participants were informed about the objectives of the activity and wore a smart band that anonymously measured their vital signs for one minute at rest.
Virtual game: Participants played this unusual tennis experience on the LED wall for two minutes, allowing their vital signs to be measured during the activity.
Final report: After the experience, participants could download two reports with their resting and active monitoring data, including measurements of blood pressure, heart rate, respiratory rate, oxygen saturation and body temperature, giving them a greater awareness of their health.
Measurable results
The strategic placement of the Tennis Hub in a crowded event environment, and the engaging nature of the experience, helped achieve high levels of awareness and participation:
- Engagement: More than 1,000 people registered for the experience.
- Health monitoring: Over 800 vital signs monitoring sessions were conducted.
- Visibility: Many former tennis champions and famous influencers Jannik Sinner's fans the Carrot Boys tried out the experience.
Sport e Salute was so pleased with the results that it planned to replicate and expand this format at other sporting events, including the 2024 European Athletics Championships in Rome from 7 to 12 June, with a "Flight Simulator" experience. This success not only highlighted the immediate impact of the project, but also paved the way for its future applications and continued promotion of health and well-being.
Communication
The "Sport è Salute Tennis HUB" event was effectively communicated through a multi-channel approach. Key elements of the communication strategy included:
- Social Media Campaigns: on Instagram and Facebook Sport e Salute engaged with a broad audience by sharing engaging content, including teaser videos, live updates, and participant testimonials. The use of hashtags and tagging popular tennis influencers and athletes helped amplify the event's reach.
- Event Website: A dedicated event page was created, providing detailed information about the Tennis HUB, registration processes, and the benefits of participation.
- On-site Promotion: During the Internazionali BNL d'Italia 2024, on-site promotional activities, were strategically placed to attract attendees to the Tennis HUB.
- Influencer and Athlete Endorsements: Engaging renowned tennis champions and influencers, provided authenticity and drew their followers to the event.
Sustainable practices
The "Sport è Salute Tennis HUB" incorporated several sustainability measures to ensure that the event was environmentally conscious and socially responsible. Here are the key aspects:
- By using the Digital Tech Wall for virtual tennis matches, the project significantly reduced the need for physical materials and equipment, minimising waste and extensive physical set-up.
- Participants registered via a QR code and entered their details on a digital landing page, eliminating the need for paper forms and physical documentation.
- The Digital Tech Wall and other electronic components were chosen for their energy efficiency.
- By giving participants insight into their vital signs and encouraging regular exercise, the Tennis HUB promoted a culture of health and wellness. This focus on preventative healthcare contributes to long-term sustainability by reducing the burden on healthcare systems and promoting healthier lifestyles.
