Little girl’s dream comes true in NAB AFLW sponsorship campaign
A young girl’s dream to play AFL with the Melbourne Demons and Greater Western Sydney Giants comes true in NAB’s new campaign promoting its sponsorship of the AFL Women’s competition.
Created by Clemenger BBDO Melbourne, the campaign sees Olivia, a NAB AFL Auskicker, watching a practice AFLW match between the Melbourne Demons and GWS Giants from the sideline, before she is ‘surprised’ and called onto the field by Demons’ captain Daisy Pearce.
Olivia gets passed the ball and begins to play with the women until she scores a goal and is celebrated as the champion of the game.
The latest work aims to celebrate NAB’s partnership with the AFLW competition – after 15 years of supporting the AFL – and show excitement and support for women who are now able to compete at an elite level.
In the week following its launch on February 24 on Facebook, the campaign reached 3.154m viewers across Facebook and Twitter, with 91% positive sentiment towards the campaign, a release from NAB claimed. The posts had 55,271 reactions and more than 5,000 shares.
“This campaign harnesses the joy that the women’s competition has already brought to so many Australians,” said Andrew Knott, NAB’s chief marketing officer.
“Olivia’s joy captured in that moment is amplified by the fact that young girls across Australia can one day go on to fulfil dreams of playing professional footy, which is what supporting every footballer’s dreams really means to NAB.”
NAB currently offers the NAB AFL Auskick and the NAB AFL Rising Stars program for young Australians wanting to give the sport a go.
Rich Williams, creative director at Clemenger BBDO Melbourne said the campaign showed the “joy” that is associated with the historic rise in support for women’s sport.
“For so many years the most skilful girls at Auskick couldn’t dream of playing in the big time with their heroes,” Williams said.
“But with the launch of the AFL Women’s competition, girls can finally aspire to play football at the highest level. To kick the winning goal in the grand final or take the huge mark in front of the crowd. This campaign is a genuine way of demonstrating the joy that is associated with this special moment in women’s sport.”
The campaign will continue to roll out nationally through TV, digital and social.
topics
AFL
AFLW
Andrew Knott
Clemenger BBDO Melbourne
Greater Western Sydney Giants
Melbourne Demons
NAB
Rich Williams
Amazing, great campaign!
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