Its happening, slowly but surely. Advertisers in Australia are
starting to recognise and embrace alternatives to the 30-second TVC.

Brand experience agency ABT has completed and launched a high-tech/high-touch, immersive environment to help Optus celebrate its sponsorship of Cirque du Soleils Dralion tour, which kicked off in Sydney last week.

The Optus experiential lounge – conceived and installed by ABT – is
designed to reflect Optus digital content capabilities. The pinnacle
of the Optus experiential solution is a 17-metre interactive ceiling
projection, which uses motion sensors to respond to audience gestures
and movement. This works alongside six window portals offering
pre-performance glimpses of Dralion-in-the-making, to whet the
appetites of attendees.

ABTs purpose-built venue creates a magical and moving bar and
lounge environment, which visitors experience as they pick-up tickets,
check-in, wait to meet friends or access the VIP seating offered to
Optus customers.

ABTs internal project team featured staff from its Space, Screen,
Interactive and Live divisions, and Optus Arts and Community
sponsorship manager, Tanya Menzies, commented:

This Optus brand experience solution totally surprised and
delighted Dralion visitors and Optus VIP guests. ABTs expertise helped
us create an unforgettable environment that still manages to feature
Optus product touchpoints and subtle brand messages.

Having kicked off in Sydney, the Dralion tour will visit Canberra,
Brisbane and Perth before closing in Melbourne in June 2009, and will
be personally visited by an audience of around 1million people.