Company in Focus: ABT

Optus Uses Brand Experience to Connect with Audiences

Brand experience agency ABT has completed and launched a high-tech/high-touch, immersive environment to help Optus celebrate its sponsorship of Cirque du Soleil's 'Dralion' tour, which kicked off in Sydney last week.

The Optus experiential lounge – conceived and installed by ABT – is designed to reflect Optus' digital content capabilities. The pinnacle of the Optus experiential solution is a 17-metre, interactive ceiling projection, which uses motion sensors to respond to audience gestures and movement. This works alongside six window 'portals' offering pre-performance glimpses of 'Dralion-in-the-making', to whet the appetites of attendees.

ABT's purpose-built 'venue' creates a magical and moving bar and lounge environment, which visitors experience as they pick-up tickets, check-in, wait to meet friends or access the VIP seating offered to Optus customers.

ABT's internal project team featured staff from its Space, Screen, Interactive and Live divisions, and Optus' Arts and Community Sponsorship Manager, Tanya Menzies, commented:

"This Optus brand experience solution totally surprised and delighted Dralion visitors and Optus VIP guests. ABT's expertise helped us create an unforgettable environment that still manages to feature Optus product touchpoints and subtle brand messages."

Having kicked off in Sydney, the Dralion tour will visit Canberra, Brisbane and Perth before closing in Melbourne in June 2009, and will be personally visited by an audience of around 1million people.

Further information:

Claire Kowarsky
ABT Marketing & Communications Manager
+61 410 300 021
claire.kowarsky@abt.com.au