Willet’s expertise lies in events and activations, community and digital engagement, partnerships and incentives, and warehousing and logistics for the corporate, government and not-for-profit sectors.
In 2018 Willet Marketing approached Giant Inflatables to help them bring their ANZ Hotshots activation for the Australian Open to life.
The brief was to create an interactive human bowling experience that would take the centre stage outside the Australian Open and promote the ANZ Hotshots program to event attendees.
Measuring 11m long, 4m wide, and 4.5m high, the human bowling inflatable created a soft play area in which a small team of bowlers sitting atop the slope rolled giant inflatable tennis balls at human pins at the far end of the play area.
Featuring a digitally printed graphic livery with large, prominent branding, the interactive inflatable was designed to draw curious attendees to the colourful and unique activation, where they could engage with the brand and learn more about the ANZ Hotshots program.
With a clear vision for their activation, working with Willet on the design was simple and efficient. The goal of the activation was conveyed to the Giant Inflatables design team, allowing our designers to work out the architecture of the inflatable, ensure safety, create a colourful and brand-strong graphic design, and create a design that complied with Australian Standards.
Safety was a key focus during the design process because the interactive inflatable was a physical activity involving multiple participants. Key factors were ensuring the safety of participants high-up on top of the slope while giving the human bowling pins enough space to be bowled down safely and ensuring the area was safely enclosed on all sides.
The ANZ Hotshots Human Bowling interactive inflatable was an immediate hit with attendees. The unique nature of the activation naturally piqued the interest of curious passers-by, resulting in a broad reach for the campaign and increased interest in the ANZ Hotshots program.
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