CFD broker TMGM leveraged its rights as the Official Online Trading Platform of the Australian Open for a multi-channel 2022 tournament activation based around a series of commercials featuring the new brand mascot Max and seeking to further boost brand awareness.
Launched on 7 January, as Tennis Australia and the whole tennis world geared up for the first Grand Slam of 2022, TMGM built on its recent market successes revolving around the giant anthropomorphic globe brand character after its recent mainstream consumer campaign (see the Tim & Max video series at TMGM.COM/MAX) generated positive public reaction.
Following in the footsteps of this creative approach, its AO activation trolled out from 13 January with a series of tennis themed commercials featuring Max led by a hero ‘love at first sight’ spot called ‘Max & Millie’ supported by an online behind-the-scenes ‘making Of’ video and a supporting spot admitting that ‘Max is so good at trading, but not so good at tennis.’
While a further on-site strand of its activation at Melbourne Park sees TMGM sponsor the courtside ‘Speed Serve’ asset supporting its hospitality offering and VIP ticket offering.
“This is the second year of TMGM being a proud partner of AO and we are delighted to be part of such a magnificent organisational effort in sport,” commented TMGM CEO Lee Yu. “With that in mind, we wanted to give the most to our clients and tennis fans out there, by extending perks and engagements across multiple initiatives.”
“We received some fantastic feedback about the witty relationship we built among the mid-30-year-old trader, Tim, and his chosen flatmate, Max,” added TMGM Chief Marketing Officer, Angelo D’Alessio. “So much so, that we decided to make a commercial where Max finds his love during a tennis match. I won’t spoil anything else, as we are anticipating the release of this video for the upcoming AO22. The bottom line is that you can expect to see a lot of Max The Globe this year – in person at live events, on your TV screens while watching the tennis, and on the big screens at AO22 in Melbourne Park.”
“Thanks to this great partnership with the Australian Open,” added AO Head Of Sponsorship Jasmyna Mercer. “We’re able to offer exclusive perks and experiences that money can’t buy for our clients with AO22. TMGM clients can look forward to exclusive On Court Seats, premium partner reserved seats, VIP Super Box access with hospitality, behind the scenes Fan Walk experience, a tennis lesson with a Tennis Champion, limited edition Max The Globe tennis merchandise, fine dining experiences, and more.”
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Alongside its AFF Suzuki Cup 2020 sponsorship, the Australian Open is a major part of TMGM’s global expansion strategy and this year’s tournament runs from 17 to 30 January.
TMGM itself combines CFD trading opportunities across six asset classes with access to 12,000+ products including Forex, Shares, Precious Metals, Energies, Indices and Cryptocurrencies and now has offices in three continents and a volume of more than $200bn traded each month on its platform.
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