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).
Agency: DDI Australia
Creative Director: Chris D’Arbon
Production: Clockwork Films
Director: Sebastien Guy
Executive Producer: Damien Whitney