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Google has a reputation for accessibility and helpfulness but many people wouldn't realise some of the extensive cultural initiatives Google undertakes. Great Sporting Land launched as a part of Google Arts & Culture to create accessibility around the history of Australian sport and show Australians that they care about the sporting community.

Google’s Arts & Culture app features more than 11,000 archived images and videos, and more than 100 original sporting stories from partners including the AFL, National Portrait Gallery and Bondi Surf Life Saving.

01 The business challenge

As Google Arts & Culture prepared for the global launch of Great Sporting Land, Sense was tasked with the challenge to create an experience that accurately captured Google's product magic and everyday helpfulness, while also highlighting local cultural contribution efforts. 

Being a global-first initiative, the experience needed to be educational as well as interactive to engage influential business leaders, sporting influencers and key industry stakeholders. 

Beyond this, the key objective of raising awareness within the wider public lead to the design being optimised for digital amplification through social sharing and content creation.

02 The creative solution

Sense designed and created a series of brand experiences that educated attendees on Google’s everyday helpfulness through search, assistant, and YouTube. 

Sense achieved this by:

  • Designing and executing multiple interactive demos that were educational and impactful
  • Spotlighting Google partner success stories to engage the interest of prospective businesses
  • Curating a lineup of keynote speakers to share stories on their involvement in Australian sport and highlight what Great Sporting Land means for the community 
  • Hosted intimate press preview and interviews at the Melbourne Cricket Ground (MCG) for 10+ top-tier journalists across news, lifestyle, sport and tech featuring a lineup of speakers including Google experts, partners and sports stars.

Although a global launch, the experience was highly localised with the personality and tone being very approachable and ‘Aussie’. Throughout the demos, there were real Australian artefacts featured, loaned in partnership with different museums and sporting organisations helping to convey the accessibility Great Sporting Land provides. One such example was the first-ever cricket bat owned by the iconic Australian cricketer, Sir Donald Bradman.

A key feature at the launch was Google’s AI Trainer, one for AFL, one for cricket. These interactive demonstrations showcased Google’s AI Trainer which operates by using artificial intelligence to develop live body maps of the person involved. By analysing the individuals specific body movements, the AI Trainer is able to make recommendations and assist in athletic development. 

On the main stage, ex-Australian cricket captain, Steve Waugh also told a number of insightful sporting stories from his experience captaining the side between 1997 to 2004.

03 The results

The Google for Sport launch achieved:

  • Priority KOFs; Minister of Sport & Youth endorsed the project on-stage and Minister of Arts, Communication and Cyber Safety also voiced his support
  • 270 high profile attendees including industry personnel, media, partners, influencers, key policy personnel
  • 2.3M public impressions, 150k engagements on social media across owned, partner & influencer
  • 130 broadcast, online, print and radio pieces generated with positive sentiment

Media highlights including The Sydney Morning Herald, GQ Australia, The New Daily, Herald Sun & Sky News

Image Credit: Sam Venn