FOOTIFY FM

Short List
TitleFOOTIFY FM
BrandNATIONAL AUSTRALIA BANK
Product / ServiceFOOTIFY FM
CategoryA05. Consumer Services
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA
Media Agency MINDSHARE Melbourne, AUSTRALIA
Production Company REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA

Credits

Name Company Position
James McGrath Clemenger BBDO Melbourne Creative Chairman
Ant Keogh Clemenger BBDO Melbourne Executive Creative Director
Julian Schreiber Clemenger BBDO Melbourne Creative Director
Tom Martin Clemenger BBDO Melbourne Creative Director
Russel Fox Clemenger BBDO Melbourne Art Director
Wayne Ching/Ben Keenan Clemenger BBDO Melbourne Copywriter
Lee Simpson Clemenger BBDO Melbourne Managing Partner
Ben Knighton/Belinda Danks-Woodley Clemenger BBDO Melbourne Group Account Director/Account Director
Amy Ross/Kate Joiner Clemenger BBDO Melbourne Account Manager
Sevda Cemo/Joanne Alach Clemenger BBDO Melbourne Senior Producer
Ben Birchall/Sasha Cunningham/Nathan Rogers/Emily Naismith Clemenger BBDO Melbourne Social Team
Alex Kemp/Dean Reinhard Clemenger BBDO Melbourne Digital Production
Paul Rees-Jones Clemenger BBDO Melbourne Executive Planning Director
Joe Heath Clemenger BBDO Melbourne Strategic Planner
The Glue Society (Jonathan Kneebone/Paul Bruty) Will O Rourke Directors
Michael Ritchie/Ian Iveson Will O Rourke Executive Producers/Producer
Tim Parrington (Training Day/Grand Final Day TV) The Butchery Editor
Sam Coates (Online Videos) Finish Productions Editor
Sandra de Castro National Australia Bank Marketing Director
Lucy Thompson National Australia Bank Marketing Manager

Creative Execution

FootifyFM encompassed a live stream of commentary of the AFL in 10 different languages simultaneously online. It was a technical feat that had never been undertaken in Australia before. It also encompassed a second-screen experience and form of branded utility providing Australia’s largest ethnic groups the chance to connect and feel part of one of the nation’s most popular events. To help deepen the connection with our audience we encouraged communities to interact with commentators via Twitter. NAB’s YouTube channel was quickly filled with behind-the-scenes content to continue engagement post the event.

During broadcast NAB recorded over 40,000 streams from over 25 countries. Across social, positive sentiment climbed to 92% over Grand Final weekend - an all time high for NAB and well over the 52% category average. Another objective was to drive the association between NAB and the AFL. With 1863 mentions of NAB and AFL across social media – a 106% increase on the benchmark . During Grand Final weekend we secured an 83% share of voice across social, outshining the naming rights sponsor, Toyota.

The Aussie Rules Football Grand Final is the most watched sporting event in Australia. Yet outside of Australia, the game is little known. With migration to Australia at record levels, how could NAB ensure that international immigrants would take to the sport and embrace the game as their own? Enter Footify FM; a fan-sourced live broadcast of commentary to the Aussie Rules Grand Final in 10 different international languages. Using social media, NAB recruited amateur commentators and trained them to take on the ultimate commentating challenge. The campaign created an avalanche of support from the Australian migrant population and the activation spread so widely through social media that by the end of the match, most people thought that NAB was the major sponsor of the game (even though it was actually Toyota).

Links

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