NAB is releasing the next stage of its grand plan to Footify Australia tonight (April 11), with the ‘Footify Fansplant’ ad created by Clemenger BBDO Melbourne.
‘Fansplant’ shows diehard sports fans from across the world being brought to Australia and introduced to the AFL.
Rohan Lancaster, Clemenger BBDO Melbourne’s creative director, said: “Unlike most sponsors out there, NAB actually wants to make footy better for fans. And the more AFL fans there are, the better the game gets. This year, we’ve taken Footification to a whole new level. Think of Fansplant as a cultural exchange for sports fanatics/lunatics.”
The public call-out for ‘host families’ to host the international sports fans. The guests will shadow their host family as they go about their weekly footy rituals. In return, the hosts will receive a VIP 2014 Toyota AFL Grand Final experience in Melbourne.
The season-long campaign will follow with stories of the ‘Fansplantees’ and their host families with TVCs, banner ads, afl.com.au takeovers, print, ATM screens, Network Seven and Fox Footy broadcasts and social media.
Tim Clarke, head of NAB sponsorship, added: “Footify has been built upon the premise that at NAB, we don’t just sponsor the game, we grow it. We’re proud of our long-term partnerships with NAB AFL Auskick, NAB AFL Rising Star and the NAB Challenge and we are excited to shine a light on this again in 2014.”
“During 2013, we Footified people across the country through footy focussed education and entertainment and Fansplant will see us build upon this, which is exciting.”