Aegon is coaching the UK to get ready for retirement and we brought two years of their tennis sponsorship to life with ‘The Servinator’, a sophisticated digital tennis robot, helping new audiences get ready for a summer of tennis.
- Digital & Mobile
- Social Media
Get ready for a summer of tennis
Aegon’s mission is to help the UK get ready for retirement, and in 2014, they launched Retiready, their innovative digital pensions product. Retiready gives customers a personalised retirement readiness score, and then coaching and tips to help them get on track financially for the retirement they want.
As Lead Partner of British Tennis and sponsor of the Aegon GB Davis Cup Team, Aegon wanted to expand on their ‘get ready’ proposition by activating the Aegon Championships, Aegon Classic and Davis Cup to help the UK get ready for a summer of tennis – whether that be to watch, play or support.
The Servinator is born
The aim was to create an experience to reach as many audiences as possible – whether attending the event itself, or interacting online.
And so Whitespace created concepts and designs for The Servinator, the ultimate digital tennis opponent which was then custom-built by Interface 3, using Unity, a cross-platform game creation system. A multi-sensory gaming experience, Servinator used Kinect motion-sensing technology to detect players’ movement in real-time creating an experience to challenge even professional players.
Fans and players were invited to take on the Servinator in booths designed and kitted out with bespoke furniture by Whitespace and Verve display, and see how many balls they could return within 1 minute.
The competition heats up
At the tennis events, promotional staff were briefed to assist gameplay and provide advice regarding Retiready to the captive audience.
After participants signed up, we managed waiting times with a digital queuing system, and after completing their challenge, players could see their score on a leaderboard we designed and built. Every day, the highest registered scorer was awarded a Babolat Pure Drive racket and could enter a prize draw to win one of 3 Babolat Play rackets.
Players were then sent an action-replay photograph of themselves along with their score via email, and also directed to Retiready to see what their retirement readiness score was.
The real test of The Servinator was whether it was a match for professional tennis players and we’re delighted that players including Stan Wawrinka, Thomas Berdych, Alexandr Dolgopolov, Dominic Inglot, Giles Muller, Grigor Dimitrov and Viktor Troicki have taken part, creating a real buzz around the event and on social media.
Head of User Experience
The Servinator goes online
In September 2014 we launched the Servinator online game for desktop and mobile, promoted through social media. Servinator proved to be very addictive on the small screen, with players returning to play and improve their score in order to win one of 2 rackets signed by John McEnroe. We reskinned the creative to relate to different tennis tournaments.
Servinator returned to the Aegon Championships in 2015, with new creative emphasizing the link between Aegon Tennis and Retiready and incorporating the Servinator’s creator and Aegon Brand ambassador; John McEnroe. Whitespace also worked in partnership with Grand Gesture Films to create a promotional film for aegontennis.co.uk and social.
Servinator Online has also been developed to include ‘mini-leagues’ that can be set-up for Aegon staff competition and other smaller, corporate events.
What the client said
"The Servinator has worked brilliantly as a core element of our tennis sponsorship activation for two years. It clearly links our brand purpose with the tennis partnership, and it’s very successful in engaging our target audience and building our eCRM programme. And, in spite of the game concept being relatively simple, Whitespace have made it challenging enough that we’ve even had the professional players queueing to play it!"
Tara McGregor-Woodhams, Head of Brand & Digital, Aegon UK
The Results (from 2014 to 2015)
Site traffic increase
KPI met by
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