The Australian Open is now wrapped up for another year and rather than writing a blog about my extraordinary predictive powers of selecting Wawrinka to win the event back in November, I thought it would be best to review the two weeks based on a customer insights perspective.  So what were the 5 things we learnt …

1.     The retailers are coming …

It was hard for Thomas Berdych not to stand out – at times I was wondering whether he was B1 or B2, yet regardless of this, it was clearly evident that he was dressed by H&M.  The logo was prominently displayed on the shirt, the shorts and the sweat band and with this semi final appearance, was a walking billboard for two weeks.  You normally associate the retailers being associated with the female tennis players (or is that just the questions the Channel 7 commentators ask) but regardless, a sign of the times and perhaps the future.

2.     Australian free to air TV lacks real innovation  …

I’ve been back in Australia long enough now that I really can’t keep making comparisons to the UK but when viewers took exception to Channel 7 switching from the Rafter comeback doubles match to a centre court, I immediately went looking for a red button.  While luckily, I had Foxtel to watch the remainder of game, those with just free to air tennis couldn’t even go to a digital channel as heaven forbid, we don’t have access to the news.  I mean, we have probably missed the 11am, 3pm, 4pm, 5pm, 6pm or 7pm news on the same station.  In the digital era, why aren’t we making the so called Tennis Megawall a reality by broadcasting across multiple channels?  This could be a separate blog on the lack of innovation but innovation is not creating an additional news program – or showing the Big Bang theory 5 minutes earlier than planned.

3.     Did you know what’s on TV after tennis …

It’s nearly a catch phrase in itself – after the tennis – but it was impossible not to know the upcoming shows designed to hook you in when the ratings started.  And while it’s not just Channel 7 (think the cricket on Channel 9 and 10), new shows were effortlessly weaved into the match, the commentary and anywhere else that was a tenable link .  What’s next?  Lowly ranked doubles partners change their name to Home & Away?  Nadal next year gets his revenge both on court and 8.30pm the following Monday – after the tennis.

4.     Twitter is king …

There was great social engagement and platforms used throughout the tennis but you know the power of Twitter when Roger Federer creates the #stanimal hastag early in the Open and it trends and then becomes the common reference for Wawrinka

5.     All I want for Christmas is …

Stanimal’s backhand.  It’s not consumer insight related but it’s one of the greatest things I’ve ever seen.