The challenge
Tangibly demonstrate the bank’s sponsorship support for the Socceroos by creating a credible and different World Cup Ad that could be screened on national TV.
The insight
A corporate organisation can’t lay claim to be the Socceroos’ greatest supporter; only true supporters can. True supporters can express their passion in unique and more authentic ways than any corporation.
The solution
Use Social Media functionality to allow Socceroo supporters to ‘Make Their Own Socceroo Ads’. Achieve this with NAB’s sponsor status by assembling, shooting and posting soccer action footage on a microsite. Create online ads and animations to draw Socceroo fans to the microsite. Set up participation parameters, stressing the ‘pro-Socceroo’ intent and messaging imperatives. This allows supporters to cut, paste and create their own Socceroo TV ad and invite their friends to see it. Deploy digital PR to generate editorial and buzz in blogs, forums, newswires and noticeboards. Our experts selected a winning ad that was screened on SBS in ad breaks between Socceroo games. The winner was invited to meet and dine with the Socceroos at a post-event lunch.
The result
Supporter slot made 8111 ads.
Total page views – 870,010.
Average of 4 minutes per session time.
Over one million stakeholder hours spent interacting with the NAB brand.
