Google Pixel is set to launch its latest campaign ‘Courtside Magic’ at Australian Open 2025 (AO25). The 360 partnership, which includes TV ads featuring tennis legend Mark Philippoussis, OOH, social and on site activations, marks the second year of its award-winning partnership with Tennis Australia. In collaboration with EssenceMediacom, 72andSunny and Sense Group, this campaign promises to deliver an unparalleled experience for tennis fans, seamlessly integrating technology and creativity to capture the magic of the Australian Open.
Following the success of their partnership in 2024, Google Pixel aims to elevate fan engagement by connecting them with the unscripted, against-the-odds moments of the AO, both on and off the court. With AO25 attendance on track to break records again, an exciting addition to the partnership is the Google Pixel Studio – an immersive, two-storey activation built to help fans get the perfect group shot.
Google Pixel has collaborated with Nine, JCDecaux and oOh! Media to bring the campaign to life.
Emma Dodd, head of devices and services marketing, Google AUNZ, emphasised the cultural significance of the AO in Australia, saying, “The AO is such an iconic, cultural moment in Australia, so this year we’ve built our campaign to follow the fans across their journey of the AO. By doing so, we’re able to add some magic to their experience on TV, in the streets, at the precinct, and on their phones.”
Roddy Campbell, director of partnerships and international business, Tennis Australia, said, “We had a lot of fun in 2024 with Google Pixel in their first year as a partner of the AO. We’re excited to work with Google Pixel to push the boundaries again this year by creating rich behind the scenes content and a new eye catching Google Pixel activation in ‘the Village’, a new zone within the precinct that fans are loving already at AO25’.
Ross Berthinussen, president ANZ, 72andSunny explained, “Sport is such a powerful way to connect with Australians and build brand associations. It was great to collaborate with the team to design strategically and creatively how Pixel could show up across the AO experience, from courtside to activations, as well as in advertising”.
As the official smartphone and camera of the Australian Open, Google Pixel has created a cross-channel experience, optimised for modern AO fans who balance live and non-live content across Social, TV, BVOD and OOH.
One of the campaign spots features tennis legend Mark Philippoussis showcasing Google Pixel’s Circle to Search feature. This feature is a more convenient way of seamless visual searching by circling an image, so users can get the information they need even if they can’t describe it.
In addition to new contextual creative, Google Pixel will dominate social feeds with innovative player and creator-led content that captures the raw emotion and excitement of the tournament.
Dan Collier-Hill, brand partnerships lead APAC, EssenceMediacom, said, “While there are a lot of powerful partnerships on show at the AO, our team wanted to find ways to make Pixel synonymous with the magic of the AO. Building on the success of last year’s breakthrough idea around BTS social content, we’re really excited to evolve it and bring together global talent, local influencers, and broadcast to elevate how fans not only make, but experience, moments of magic throughout the tournament.”
This year, the partnership is bringing a new experience to the grounds of the Australian Open with the launch of the Google Pixel Studio. This immersive two-storey activation lets tennis fans experience Pixel’s AI camera features, like Best Take, up close.
This feature helps fans blend similar photos into their perfect AO group shot.
Mark Bennedick, director, Sense added, “We’ve never designed and built anything so unique for Pixel. The Google Pixel Studio is an amazing opportunity to let fans play, learn, and create their own special memories of the AO using a Pixel device.”