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2014 One Show - Interactive

Footify FM

Agency Clemenger BBDO / Melbourne

Client National Australia Bank
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Annual ID

140215N

About the Work

The Aussie Rules Football Grand Final is the most watched sporting event in Australia. Yet outside of Australia, the game is little known. With migration to Australia at records levels, how could NAB ensure that international immigrants would take to the sport and embrace the game as their own?

Enter Footify FM; a fan-sourced live broadcast of commentary to the Aussie Rules Grand Final in 10 different international languages. Using social media, NAB recruited amateur commentators and trained them to take on the ultimate commentating challenge. The campaign created an avalanche of support in social media from the Australian migrant population. The activation was so popular that even the regular TV commentators started promoting it. By the end of the game NAB had generated so much PR and media coverage that most people believed that they were the major sponsor of the game (even though it was actually Toyota).