JLL Scales New Heights with Isobar Climbing Innovation
Dentsu Aegis Network teams MKTG, Isobar and Gyro create a campaign to help climbers in the Asia Pacific achieve their ambitions. MKTG & Isobar worked with six up-and-coming athletes from Australia, Hong Kong, India, Japan and Singapore, to bring one step closer to achieving their ambitions of competing in climbing on a global stage, and bring JLL’s sponsorship of the sport to life.
“Here at JLL, we understand the heartbeat of cities, and how that influences the way the athletes live and train. Indoor climbing is an exciting urban sport that reflects the vibrancy and dynamism of the region’s rapidly growing cities – a perfect fit of our brand,” explains Ms Nicole Worthington, Chief Marketing Officer, JLL Asia Pacific. “Through this first-of-its-kind sports sponsorship, we hope to create rewarding opportunities and innovative spaces in cities where people can achieve their ambitions.”
Working closely with MKTG, Isobar created a wearable training platform which uses advanced sensor fusion technology to analyse a climber’s movements and turn it into kinematic data.
With the ability to capture and visualise movements into a video replay, this collaborative training platform gives climbers and coaches new insights to an athlete’s performance by dynamically reviewing their posture, rhythm, techniques, speed and endurance.
“We believe that technology can deliver huge competitive advantages in real estate as well as in sport. As a company, we are inspired to make smarter decisions and deliver the best tech-driven products and services to our clients. Similarly, we can help athletes better understand their strengths and weaknesses as well as identify marginal gains through technology,” said Nicole Worthington, Chief Marketing Officer, JLL Asia Pacific.
In collaboration with gyro, MKTG launched a nine-part documentary series created in partnership with National Geographic. The series depicts the back story of each athlete in their own city, as well as their struggles and ambitions on their way to the top.
Read the full interview in Straits Times: https://www.straitstimes.com/sport/scaling-greater-heights-with-smarts