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Afterpay Arena Launch
Amplify + Afterpay launch a new era of entertainment.
Challenge
Afterpay tasked Amplify to design and produce a media event to launch its landmark five-year naming rights partnership of Australia’s largest and most most iconic indoor entertainment venue.
We were challenged to execute a broadcast-ready event that officially unveiled Afterpay Arena to media and VIPs — the defining, physical culmination of a months-long announcement strategy that has been building to this moment.
The event needed to generate national media coverage and establish Afterpay Arena as Australia's premier entertainment destination, while positioning Afterpay as the enabler of accessible live experiences.
Insights + Strategy
This is time well spent.
Young Australians are prioritising experiences over possessions, but 94% of cost-affected fans have missed events due to upfront payment pressure.
Afterpay Arena is where that changes, offering a new level of access to fans with Afterpay’s "Pay in 4" buy-now-pay-later model integrated across every payment touchpoint. From the upfront cost of ticket itself, to food, beverage and merchandise inside the venue, everything is intended to ensure fans don’t miss the moment and can stay fully present during the time they spend at the venue.
Our approach was to launch the arena with a moment that communicated unprecedented access, the investment in technology throughout the venue and captured the excitement of the slate of forthcoming global entertainment.
Solution
Afterpay Arena Launch
Amplify designed and produced an immersive ribbon-cutting ceremony right in the arena bowl itself, giving media guests a rare and exclusive opportunity to access the space outside of conventional programming.
After a coffee reception in the foyer, guests were treated to a traditional indigenous smoking ceremony, walking through the smoke and down into the bowl to a designated area, illuminated in the stands.
The stage for the official address was positioned beneath the venue’s colossal jumbotron screen array (the largest in the Southern Hemisphere), displaying custom-designed content* synced to dynamic lighting and bespoke audio.
Guests heard from Afterpay co-founder Anthony Eisen, Federal Shadow Assistant Minister for the Digital Economy Simon Kennedy, Afterpay VP APAC Mike Ryan and Legends Global COO (Asia Pacific and Middle East) Peter Loxton, with the address culminating in a spectacular ribbon-cutting finale in which the entire arena, including the stands, lit up to the sound of a roaring crowd.
After the ceremony, guests were directed to The Quarter, one of Afterpay Arena’s newly renovated, premium hospitality spaces to enjoy drinks and canapes.
Beyond the event itself, Amplify designed additional touchpoints that continued the themes of access and presence, including a AAA pass-themed invitation and an event gift bag that included tickets to a show at the arena and a branded, analog camera.
*On-screen motion content was originally created by Buck and reworked by Amplify.