NAB Mini Legends Draft
National Australia Bank (NAB)
Issue 46 | April 2018
Agency
Clemenger BBDO Melbourne
Creative Team
Creative Chairman: James McGrath Creative Director: Richard Williams Creative Director: Anthony Philips
Production Team
TV Director, Revolver: Stephen Carroll TV Producer, Revolver: Tobias Webster Photographer, TOVO: Christopher Tovo TV producer, Clemenger BBDO Melbourne: Sonia von Bibra TV producer, Clemenger BBDO Melbourne: Jess van Roosendaal Print producer, Clemenger BBDO Melbourne: Michael Travers Digital Producer, Clemenger BBDO Melbourne: Ella Huang
Other Credits
Clemenger BBDO Melbourne Group Communications Director: Ben Knighton Planner: Ryan Smith Business Director: Freya Page Project Director: Atlanta Panton NAB clients Chief Marketing Officer: Andrew Knott General Manager Brand Experience: Michael Nearhos Head of Group Brand: Faycal Ben Abdellaziz Manager Brand & Sponsorship Communications: Sue Brailsford Consultant Brand & Sponsorship Communications: Alastair Sykes Consultant Sponsorship Media & Partnerships: Sophie Knowles Manager Brand Identity: Susanna Hondrokostas Manager Brand Content & Social Media Marketing: Shahn Welsh Media: Mindshare PR: TLA Worldwide Content: Virtual Connexion
Date
June – October 2017
Background
NAB has a long history supporting the Australian football community, from its grassroots program, Auskick, right through to the big time with programs like NAB Rising Star – along with its 15-year sponsorship of AFL. These programmes celebrate grassroots footy and are the bedrock of Australian sport culture.
The 2016 Mini Legends campaign delivered strong results and fan engagement, providing an opportunity for NAB to build deeper relationships with footy fans and customers alike.
So, in 2017 the idea was to build on the foundation of the Mini Legends campaign by bringing a new, surprising element to the creative platform.
Idea
The NAB Mini Legends Draft campaign launched with a call out to the footy-mad kids of Australia to enter the 'draft'. All they had to do was submit a video of themselves as their favourite footy 'legend' and they could be in with a chance to be featured in the new Mini Legends campaign. Over 550 video entries were received in just 14 days.
The anticipation from the public gained momentum as they awaited who would make the cut and become the new Mini Legends. Speculation over social media increased exponentially in the lead up to the launch.
The new Mini Legends campaign launched – an engaging montage of dynamic slow-motion football action, intense training and player attitude, featuring the new Mini Legends. They heroically mirrored not only the looks but the mannerisms and moves of the legends themselves.
The hero film was optimized for TV, digital and social, along with campaign assets for AFL program guides, and NAB owned assets - website mastheads, newspapers, social media, digital display, retail and even appeared at special events and on TV programs nationally.
Extended content was also released to NAB's partner channels, with Channel 7 and Fox Sports receiving exclusive, behind the scenes footage, and capturing the moment our Mini Legends met their not-so-mini real-life counterparts.
Results
In total, the campaign reached an accumulative audience of 104.8 million, with 34% generated from earned media.
Overall the campaign achieved the highest recognition for NAB sponsorship communications in recent years, with a peak audience recognition of 33% of Australians. In addition to the core campaign metrics, it also achieved:
- Within the two-week draft period – over 550 submissions were received for the new Mini Legend lookalikes
- A TV reach of 22.8 million, with the core content film trending on YouTube over three days
- Over 40,000 website visits with an average dwell time of four minutes – a significant length of time for any financial institution where dwell time is usually < 2 minutes
- The campaign content achieved over 28 million impressions on social media
- Received over 80,000 likes and 18,000 comments in the short period it was on air - resulting in an 98% positive social sentiment - 2.8 times NAB’s sentiment average for the rest of the year
- A Joe Daniher video, where he surprises his mini counterpart, was NAB’s best organically performing social content - 1.9M views in total, of which 400k were organic across all platforms
- NAB generated 49 earned media outcomes
- 168 direct mentions in earned media across accumulative audience reach of 32.3 million
- Mini Dustin Martin appearance on national TV program, The Footy Show, increased earned media reach by 5.1 million