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

advertising campaigns DDI Australia

Latest News

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside
  • Media

SMI Data: Footy Grand Finals See Ad Spends Soar For October, As COVID Fears Subside

Australia’s media agency market is finally emerging from the COVID crisis, with the latest SMI data showing the market back just 4.8 per cent in October and the forward bookings detail confirming November and December ad demand is well above where it was at the same time last year. The October market was boosted by […]

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign
  • Campaigns

Norwegian Cruise Line Revives Queen’s ‘I Want To Break Free’ In New Global Campaign

Norwegian Cruise Line has launched its new global brand campaign, “Break Free,” encouraging travellers to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most. Encouraging travellers to revive their destination dreams and make them holiday realities, the campaign which is a […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
  • Opinion

Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’

In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]

Opinion

by B&T Magazine

B&T Magazine
Adgile Doubles-Down On Australia Growth With Team Expansion
  • Advertising

Adgile Doubles-Down On Australia Growth With Team Expansion

Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
  • Campaigns

Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star

Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
  • Advertising

Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo

Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
  • Marketing

7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy

7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy.  With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer.  7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]