NAB to ‘fansplant’ sports fans from around the world to Australia to be ‘Footified’
NAB is continuing with its attempt to ‘Footify’ Australia as part of its sponsorship of the AFL with a campaign which sees five die-hard sports fans from around the world brought to Australia to be “Footified”.
Created by Clemenger BBDO Melbourne, the commercial features Swedish ice hockey fanatic Björn being lifted out of his Stockholm lounge room and dropped onto a sofa between two Nonnas in Melbourne, where he is taught to cheer for the Carlton Blues.
The bank is asking for ‘host families’ who will receive a VIP 2014 Toyota AFL Grand Final experience in Melbourne in return for hosting one of the five sport fans and teaching them about the AFL.
Clemenger BBDO Melbourne creative director Rohan Lancaster said: “Unlike most sponsors out there, NAB actually wants to make footy better for fans. And the more AFL fans there are, the better the game gets. This year, we’ve taken Footification to a whole new level. Think of Fansplant as a cultural exchange for sports fanatics/lunatics.”
NAB’s season long campaign will follow the ‘Fansplantees’ and their host families, running across TV, banner ads, fl.com.au takeovers, print, ATM screens and social media.
The “Footify” campaign launched last year, with NAB “Footifying” people through footy focussed education and entertainment.
Head of NAB sponsorship Tim Clarke said: “Footify has been built upon the premise that at NAB, we don’t just sponsor the game, we grow it. We’re proud of our long-term partnerships with NAB AFL Auskick, NAB AFL Rising 2 Star and the NAB Challenge and we are excited to shine a light on this again in 2014.
“During 2013, we Footified people across the country through footy focussed education and entertainment and Fansplant will see us build upon this, which is exciting.”
Credits:
- Sandra de Castro – Chief Marketing Officer
- Kevin Ramsdale – General Manager Consumer Marketing
- Tim Clarke – Head of Sponsorship
- Katie Hynes – Manager, Sponsorship Communications
- Lucy Thompson – Consultant, Sponsorship Communications
- Katelyn Whinfield, Associate, Sponsorhip Communications
- Creative Chairman – James McGrath
- Creative Directors – Rohan Lancaster and Darren Pitt
- Copywriters – Andre Hull and Clark Edwards
- Art Director – Luke Thompson
- Head of Production & Studio – Sharon Adams
- Executive Producer – Sonia von Bibra
- Managing Partner – Lee Simpson
- Group Account Director – Ben Knighton
- Account Director – Nick Darrigan
- Senior Account Manager – Kate Joiner
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A bit strange for a large company to be launching a campaign around football when attendances at games and TV ratings in all codes have plunged so dramatically. Even AFL is losing its appeal in its Melbourne heartland. This campaign is a startling example of how big business can grow out of touch with the public sentiment and social trends in general.
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Up here Cazaley – we have a Hawk, 2 Magpies, a Swan and a Sun who would be proud to give world wide footification a red hot go with any fellow sports lunatics !!
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As a person not particularly fond of AFL, these ads tend to alienate me. I just wonder how effective they are?
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