Google For Sport

As Google Arts & Culture prepared for the global launch of Great Sporting Land, Sense was tasked with the challenge to create an experience that accurately captured Google's product magic and everyday helpfulness, while also highlighting local cultural contribution efforts. 

Being a global-first initiative, the experience needed to be educational as well as interactive to engage influential business leaders, sporting influencers and key industry stakeholders. 

Beyond this, the key objective of raising awareness within the wider public lead to the design being optimised for digital amplification through social sharing and content creation.

Sense activated Google’s "Great Sporting Land" through immersive experiences that showcased product helpfulness across Search, Assistant, and YouTube. 

• Interactive Demos: Educational activations that drove deep engagement.
• B2B Strategy: Highlighting partner success stories to attract prospective businesses.
• Thought Leadership: A curated speaker lineup exploring sport's role in Australian culture.
• PR & Media: An exclusive MCG press preview for 10+ elite tech and lifestyle journalists.

The experience balanced a global launch with a localized, ‘Aussie’ personality. We leveraged partnerships with museums to showcase historic artifacts—such as Sir Donald Bradman’s first cricket bat—bridging the gap between heritage and technology. The launch featured the Google AI Trainer, an interactive AI body-mapping tool for AFL and Cricket. To close the experience, legendary captain Steve Waugh headlined the main stage, sharing stories from his historic 1997–2004 captaincy.

The Google for Sport launch achieved:

• Priority KOFs; Minister of Sport & Youth endorsed the project on-stage and Minister of Arts, Communication and Cyber Safety also voiced his support
• 270 high profile attendees including industry personnel, media, partners, influencers, key policy personnel
• 2.3M public impressions, 150k engagements on social media across owned, partner & influencer
• 130 broadcast, online, print and radio pieces generated with positive sentiment

Media highlights including The Sydney Morning Herald, GQ Australia, The New Daily, Herald Sun & Sky News