The Brief

AFL Grand final day is Australia's biggest sporting event. It's our Super Bowl. With so many sponsors, it's very easy to be overlooked. Especially if you're a bank (with no obvious sport connection, like a shoe brand). We wanted our sponsorship to not only stand out, but represent NAB's values as a fair bank. So we used the two things NAB had plenty of - corporate sponsor tickets and bankers in a completely unique way to champion the AFL fans who couldn't attend to the game, because they were committed to be doing something, somewhere else.

Describe how the promotion developed from concept to implementation

We invited all the AFL fans who were going to miss the game due to other commitments they couldn't get out of, to apply for a 'NAB Stand-in'. A NAB Banker who would stand in for them wherever they were meant to be, so they could attend the game. When game day arrived twenty NAB Stand-ins literally stood in for people around the country so they could see the game live from NAB's corporate seats. As a live indication of campaign response, we set a target of a 20% lift in social media attention about NAB during the game.

Describe the success of the promotion with both client and consumer including some quantifiable results

While the NAB Stand-ins sold cars, clipped dogs, printed newspapers, umpired netball games, gave 21st speeches and even performed in ukulele concerts. They quickly became the most talked about thing during the AFL Grand Final, with 98% more social media mentions than all the other sponsors combined. The idea was also completely embraced by the media and even the broadcaster of the game, and their commentators. Which all helped NAB completely dominate Australia's biggest sporting event. By choosing not to be there

Explain why the method of promotion was most relevant to the product or service

The AFL Grand Final is Australia's Super Bowl. There was once a time when it stopped the nation. In our non-stop, open-all-hours society the sanctity of this day has been lost. We tapped into this insight, and created a scenario where NAB Bankers became heroes, doing the duties of fans, so they could be where they so desperately desired - the big game. In the lead up we showed the Stand-In's getting ready for game day 'Stand in' duties, and even during the game, in commercial breaks we crossed to the NAB Stand-Ins working away on the behalf of others.