ANZ Bank has launched its own take on the Ice Bucket Challenge with an extension of its sponsorship of the Australian Open, The Australian Open Rally For Good.
The campaign sees the bank raising funds for community programs across the Asia Pacific, and asks participants to capture a short video or photo of themselves hitting a tennis rally, uploading it to public social media with the hashtag #rallyforgood and ideally tag a friend in to continue their play.
The campaign was created by ANZ’s agencies for the tennis sponsorship, including R/GA, Octagaon and Dave Clark Designs, and uses social content marketing platform Stackla. It is a complementary social media campaign to its ‘Your Game Your Way’ campaign launched last week as part of its sponsorship of the Australian Open, with Novak Djokovic, the celebrity ambassador for the ANZ Bank’s campaign, being part of the launch this week.
Stackla founder and chief product officer Peter Cassidy told Mumbrella: “ANZ are using Novak Djovovic to launch the world’s longest rally he will be asking his #nolefam to take part and share their own photo or video rally to their public profiles on Vine, Instagram, Twitter and Facebook. For ever rally shared, ANZ will donate to charity.
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https://www.youtube.com/watch?v=yVVhxc_wTkU
On how the Stackla platform is being used, Cassidy said: “ANZ are using Stackla to discover all the different videos that are being shared. Stackla is being used to discover that content and to curate them and to ensure each rally is aligned, so that if I challenge one of my friends and my friend returns the shot and challenges someone else I can watch the rally I’ve been involved in.
“They’re using us offsite as well, to showcase some of that user-generated content, for example in Federation Square.
“They’re leveraging all that content their customers and fans are creating to engage with the campaign and they’re using that across their various properties.”
It is being promoted across social media using the #rallyforgood hashtag, across outdoor, radio, on-site promotions and during Channel 7’s broadcast of the Australian Open.
The money raised will go to local community programs across the Asia Pacific region, including Tennis Australia’s ‘Tennis Cares’ program.
Joyce Phillips, ANZ Group managing director, marketing and innovation and CEO global wealth said: “We’re proud to be launching this new social media campaign which is about raising money for a good cause, but also encouraging people to get involved in sport of tennis through having a rally on social media.”
The ANZ Bank previously worked with Stackla on its award-winning GAYtms campaign last year.
Miranda Ward