THE CHALLENGE

• To leverage GE sponsorship of the Australian Open Tennis
• To create an explosion of hype around a moving crowd of GE genies charged with granting wishes for patrons ~ and adding to the enjoyment of the 'event experience'
• To source an infield team with the energy and enthusiasm to maintain high levels of entertainment in hot conditions

THE SOLUTION

• 55 actors & street performers were recruited and cast in front of the client to make a final selection of the 'Top 45'
• A full day intensive training session was run to ensure all staff not only looked the part but intimately knew the brand and its campaign objectives
• 45 Genies roamed the Australian Open for 12 days creating hype and excitement around GE Money
• Staff gave away premiums and granted wishes to the public such as purchasing refreshments using GE money and giving toys to kids etc

THE OUTCOME

• KPI's were achieved on all levels
• Massive brand exposure at one of Australia's biggest events
• Excellent consumer feedback ~ "GE Genie was the best promotional experience at the Australian Open. They had genies everywhere and their wish granting really made peoples' day ~ a fantastic experience"
• GE Genie dominated the promotional precinct ~ outstripping other companies involvement in the event