Title | FOOTIFY FM |
Brand | NATIONAL AUSTRALIA BANK |
Product / Service | FOOTIFY FM |
Category | A09. Use of Social in a Promotional Campaign |
Entrant | CLEMENGER 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 |
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 Producer/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 |
NAB were looking for a way to leverage sponsorship of AFL without simply riding the coat-tails of popular sport, while reaching out to the different ethnic communities their customers come from. Australia is now the world's third most multi-cultural country yet our largest sporting event is only broadcast in English. NAB wanted this to change.
FOOTIFYFM was created . A live broadcast of Grand Final Day in Australia's 10 most spoken languages. The commentators were passionate footy fans found via social channels, who were then trained by professional broadcasters. The aim is to make AFL a bigger game. To attract not only more Australians but an international audience.
The technology had never been realized in Australia. The commentators and this technology both garnered huge amounts of PR. And people all over Australia, and from 25 countries, heard the AFL Grand Final in the language of their choice. Positive sentiment for NAB grew to 95% (an all time high for the bank) and when prompted, people believed that NAB were the official naming rights sponsor for Grand Final. A fact that made Toyota (the actual naming rights sponsor) more than a little peeved.
NAB have been long time sponsors of AFL in Australia. The National Bank of Australia is an iconic Australian business, as is Australian Rules Football, so the chance to marry the community with it's most watched spectator sport via multi-lingual commentary on Grand Final Day was unprecedented. It is a day where Australia stands still, stops what it's doing, and watches the Grand Final. To include every Australian on this day, no matter what their origin, felt less like a large corporation throwing money at sport, and more of a celebration of a multicultural Australia.