Movember

Movember Custom Player Cards at AFL Gather Round Footy Festival 2024.

Immersive AFL Footy Finals Activation at SCS

By meeting audiences where they were—at one of the AFL’s biggest fan events—Movember and Polite Playground were able to drive awareness, create a memorable experience, and establish lasting connections that will benefit future campaigns.

Objective

Movember’s ‘Ahead of the Game’ (AOTG) initiative is designed to build mental fitness in community football clubs. To launch this program in South Australia, Movember partnered with the AFL and Coles to reach fans during the high-traffic AFL Gather Round at Elder Park. The aim was to engage the public, amplify awareness of AOTG, and gather leads for future engagement—all in a fun, on-brand way.

Our Approach

Polite Playground designed and delivered an immersive activation: an Interactive Player Card Photo Studio. Using greenscreen integration and our custom-built software, attendees could create their own footy player cards, complete with club-specific designs. Photos were taken with a DSLR Studio Booth and shared instantly via social media, creating memorable moments and organic reach.

Execution

Over two days, our team managed the setup, operations, and customer experience for the photo activation. Key outcomes included:

Curious to know what exactly a ‘styling bar’ entails? An epic pop-up salon in the middle of campus – styling chairs, wash station, blow dry bar, and professional hair stylists to look after your locks.

What’s the first thing #millennials do after getting a fresh new hairstyle?! Whether it’s just a cut or a full-on colour transformation – it didn’t happen if it’s not on social media. After students had their hair professionally dyed, they headed over to our PIXTA Pod ‘Selfie Station’ to capture the perfect shot.

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Equipped with a bright ring light, you’re definitely going to snap a few different options because let’s be honest, you’ll want the content for a good #throwback down the track. After students snapped their ‘before and after’ shots, they were able to instantly send their content to themselves using our social sharing software.

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