AMF Teams Up With The Big Bash Clubs For A Summer Campaign

AMF Teams Up With The Big Bash Clubs For A Summer Campaign
SHARE
THIS



AMF have joined forces with Sydney Thunder and Melbourne Stars from the KFC Big Bash League, to roll out a Summer campaign that challenges rivals to de-stress and ‘bowl it off’.

The campaign, launching on Monday 18th December, was created by independent creative agency DDI and is the first iteration of the brand’s new ‘Bowl it off’ positioning developed by the agency. The rallying call is for consumers to let go, and just take out life’s everyday frustrations on those pins. While awareness of AMF is off the charts high, they needed a new way to resonate with evolving customers.

“No matter what sort of day you’re having, when you enter an AMF, you can’t help but get caught up in the release of that bowling ball”, says Caroline McLaughlin, managing director at DDI. “Just like it is almost impossible to feel sad when you’re smiling, it’s impossible not to have fun when hurtling a bowling ball down an alley.”

Partnering with the two major Australian city teams, this action-packed campaign sees the two men’s captains, Shane Watson and David Hussey, and two women’s players, Nicola Carey and Emma Inglis, go head to head in bowling and arcade challenges to be aired via TVCs and digital content during the Big Bash games launching in December 2016 and continuing through January 2017.

AMF CEO, Nicole Noye stated, “This campaign was inspired by our guests who put away the frictions of everyday life and bond over gutter-balls and strikes, proving that bowling is a uniting sport for everyone.”

This year, AMF have chosen to expand the campaign to also include players from the Rebel Women’s Big Bash League. Chief Executive of Melbourne Stars, Clint Cooper commented, “We’re excited to have the opportunity to feature our men’s and women’s players in a fun, competitive campaign for AMF and we look forward to facing off against the Thunder on the field and in the lanes.”

Nick Cummins, General Manager of Sydney Thunder also said, “We are thrilled to continue our partnership with AMF.  The Big Bash and AMF share a similar commitment to delivering fun, family entertainment, and last summer’s creative campaign proved to be a real hit.”

To coincide with the campaign, AMF will be running special offers including the Original Fun Pass (two games of bowling or laser tag, shoe hire, five arcade credits PLUS a $7 Return Pass for just $19.90 per person) and the Ultimate Fun Pass (two games of bowling or laser tag, shoe hire, 10 arcade credits, $10 Food and Drinks voucher, PLUS a $7 Return pass for just $29.90 per person).

CREDITS

Agency: DDI Australia

Creative Director: Chris D’Arbon

Production: Clockwork Films

Director: Sebastien Guy

Executive Producer: Damien Whitney

Featured photo David Hussey, Emma Inglis, Shane Watson and Nicola Carey

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]