Activating in Adelaide for Oakley


Tour Down Under pop-up combines new Prizm technology with Zwift

This year's race in Adelaide was the 21st iteration of the Santos Tour Down Under. Known as the biggest cycling race in the southern hemisphere and the curtain-raiser for the UCI World Tour, fans flock to South Australia to see the riders in action.

With that in mind, we created and managed a marketing pop-up activation for Oakley featuring Zwift during the Santos Tour Down Under. The activation was designed to engage the Oakley brand in an interactive, fun, but competitive atmosphere.

Taking over a local bar the night before the final day of the Tour, four smart trainers and their bikes were set up across the space all lit by fluoro colours, with audience members being allocated to each area. The Zwift competition, where participants peddle as fast as they can to move an avatar round a virtual race track, allowed the room to be fully immersed in Oakley's new Prizm technology, as well as utilising the cutting-edge Zwift Gold Rush Watopia platform.

A live DJ and MC were also present to send the energy through the roof as the teams battled it out to win a pair of the latest Oakley Prizm Sunglasses.