Leveraging spiking interest in the upcoming Australian Open, tournament associate sponsor ANZ has paired up with player Novak Djokovic to raise funds for charity World Vision on a funny fan picture driven donation initiative called #HeadbandForGood.
The tone is light-hearted, but the intention is serious in a campaign that pays homage to the tennis headband.
To raise money, ANZ is encouraging customers, consumers and tennis fans to take pictures of themselves, their friends and family (and even their pets) wearing a headband and post it to social media using the #HeadbandForGood.
In return, ANZ is loading up the images to its campaign website and donating AU$2 per shot posted by 2 February to Twitter, Instagram or Facebook (up to AU$100,000)
The activation is raising money for World Vision – a global development and advocacy organisation dedicated to working with children, families and communities to overcome poverty and injustice.
The ANZ campaign is encouraging fans to buy or make their own serious or spoof headbands, snap a selfie or shoot a video and then post it to their social media profiles using the campaign hashtag.
The initiative revolves around its central digital hub (at www.anz.com/headbandforgood) and is led by a flagship film fronted by ANZ;s own existing tennis player endorser (and well known comic) Novak Djokovic.
The main film was first posted to the financial brand’s YouTube page on 6 January and it is also being supported by further Novak led video content across the bank’s other digital platforms and social channels.
These include ANZ branded content across Facebook, Instagram and Twitter such as,
Join @djokernole & us & share a headband pic with #HeadbandForGood & we’ll donate AUD$2 to @WorldVisionAus #nolefam
https://t.co/UqLtdEoMma
— ANZ Australia (@ANZ_AU) January 7, 2016
Stay cool today! Post your #HeadbandForGood pic & we’ll donate to @WorldVisionAus https://t.co/tckdstP19M #heatwave pic.twitter.com/NDbuLkS69a
— ANZ Australia (@ANZ_AU) January 12, 2016
Is your headband on point? Post a #HeadbandForGood pic & we’ll donate $2 to @WorldVisionAus https://t.co/tckdstP19M pic.twitter.com/1Xvor7CMoo
— ANZ Australia (@ANZ_AU) January 12, 2016
Smash out an ace headband pic using #HeadbandForGood & we'll donate $2 to @WorldVisionAus https://t.co/mSKcUBkZEr pic.twitter.com/gNAlJqF7CC
— ANZ Australia (@ANZ_AU) January 11, 2016
plus on-site photo opportunities,
Every #HeadbandForGood pic @ANZ_AU donates $2 to @WorldVisionAus Great fun, great cause. pic.twitter.com/U0JpTbh1cl
— Carolyn Bendall (@ceejaybe) January 12, 2016
and fan posted imagery too.
Getting into the swing of things for a fantastic cause. #HeadbandForGood @WorldVision @ANZ_AU pic.twitter.com/1ltnb8VQzo
— Mark Whelan (@markwhelan15) January 11, 2016
Comment
Pat Cash will be proud!
This campaign follows neatly in the footsteps of other recent ANZ ambassador work by Novak – such as his December video series on leadership,
which runs under the brand’s ongoing, umbrella ‘Your World, Your Way’ copy line and is paart of a wider content –led world shapers series (see https://yourworld.anz.com/worldshapers/novak-djokovic)
The tournament’s major sponsor is Kia’s tournament activation is fronted by rival Rafael Nadal and blends the auto brand’s X-Men film tie-in (see case study),
whilst ANZ and Jacobs Greek are the two associate sponsors (and IBM is the IT sponsor).
In addition to cause-led work and brand activation, ANZ supports the Grand Slam partly because tennis’ growing popularity across Asia enables it to leverage a thriving space, but also as it offers so many opportunities for our staff and customers to participate.
It began its partnership with the Australian Open in 2010 in a deal that reflects both its commitment to the Australian market and as part of its strategy to be a super regional bank and grow its presence across the Asia Pacific region.
The bank says that both ANZ and the Australian Open have a long history and a shared heritage – with both being born in Australia but growing strong ties in the Asia Pacific region.
Back in 2014, ANZ also announced its sponsorship of Tennis Australia’s fast-growing children’s starter program, ANZ Tennis Hot Shots – which has seen more than 500,000 children experiencing the program in the past 12 months alone.
Thus ANZ is committed to supporting tennis from grassroots to the elite level, and ANZ Tennis Hot Shots is a continuation of our investment into grassroots participation.
ANZ is also the Official Bank of the Australian Open.
Links
ANZ Headbandforgood:
ANZ YouTube:
https://www.youtube.com/user/ANZAustralia
ANZ Website:
ANZ Facebook:
https://www.facebook.com/ANZAustralia
ANZ Twitter:
ANZ Instagram:
https://www.instagram.com/ANZ_AU/
ANZ YourWorld:
https://yourworld.anz.com/worldshapers/novak-djokovic
ANZ Tennis:
Novak Twitter:
World Vision:
