Creating the world’s first SMARTWiG led to a 67% increase in onsite visitation and picked up a Grand Prix at Spikes Asia.

The Star, Sydney’s top entertainment resort, are fully immersed in the world of sport.

They are committed to taking great sporting experiences and making them even more thrilling.

Using their sponsorship of Australia’s largest supporter group, The Blatchys Blues

The Star set out to create a live experience at State of Origin like none other and get fans to visit their venue.

In a world first, we created 12,000 SMARTWiGs with a built in radio and LED antenna. A pop up radio station that broadcasted directly into the wig was hosted by footy legends Fletch and Hindy.

With expert commentary, fan shout outs, exclusive interviews from the dressing rooms and an epic light show that lit up the stadium, The Star became the most talked about brand on the night and throughout the season.


We made 12,000 wigs and sold every one...

$5.5 million in free media across TV, press, radio & online.

35 million earned media impressions.

3.5 million TV viewers watched the light show.

All of this helped drive an increase of 67% onsite visitation to The Star.