NAB have heavily invested in supporting Australian Footy for the past 10 years, not just at the elite level, but proudly from grassroots all the way to the top. The ethos of their longstanding partnership is that they’re committed to not just sponsoring the game, but growing it.

NAB’s brief was to leverage this commitment and support of the AFL and Auskick, AFL’s grassroots program, in an engaging way that would speak to the diehard footy fans and wider community, and somehow break through the noise of 29 other sponsors all vying for share of voice.

The objectives were:

Share of voice - Evidence our AFL campaign outperformed its media spend.

Positive sentiment - Objective was 73% net positive sentiment, above the NAB benchmark.

Interactivity - Wanted people to not just observe, but interact with the campaign.

Brand consideration - Ultimately we wanted to change the way people saw NAB.

The Mini Legends video kicked off across social on 5th August and immediately went viral – reaching 1 million views within the first 24 hours. The video was played on TV during AFL games and on NAB’s AFL site – accompanied by the Mini Legends online game which invited the public to have a go at guessing all 18 Legends. The game was then plastered across banner suites on the AFL website, transforming MRECs into the first of 18 questions.

For Grand Final Day, we created two Snapchat filters that used custom geo-targeting to transform the Australian public’s faces into stars competing in the big game – with confetti and all.

And finally, at the ground we had a Mini Legends activation nudging football fans to compete against the mini heroes from our campaign, to see if they could out-jump them and hit the ball first.