Early August saw the return of AFL sponsor NAB’s ‘Mini Legends’ activation with a campaign introducing the new line up.
The 2019 season is the fourth year of ‘Mini Legends’: a campaign that highlights the Australian bank’s commitment to football with a focus on supporting the next generation of stars and linking them to the legends of the game.
The initiative, again developed in harness with Clemenger BBBDO (Melbourne), kicked off earlier in the year with a public call-out to vote for who should make this year’s mini-legends line up.
This phase saw a mini AFL team featuring mini-me versions of FLW stars Tayla Harris (Carlton) and Richelle Cranston (Geelong), and AFL stars Bachar Houli (Richmond), Anthony McDonald-Tipungwuti (Essendon) and Justin Westhoff (Port Adelaide).
Honey, I shrunk the kids, Justin Westhoff edition. #NABminilegends pic.twitter.com/oq7b7nbm3L
— Georgie Parker (@georgieparker) August 6, 2019
This was followed by the core launch phase, starting on 6 August, with social teasers,
ahead of the launch of the core campaign film which rolled out nationally across TV.
This was supported across PR, radio, digital and social.
Kicking their way into the big league. NAB Mini Legends are back. pic.twitter.com/oUif7gGMvq
— NAB (@NAB) August 7, 2019
With most content pieces driving viewers to the digital site at www.nab.com.au/minilegends and nab.com.au/afl for further details.
The campaign again sets out to be a fun and future facing show of support for what NBA considers to be ‘one of the nation’s most galvanising pastimes’
“At NAB, supporting the community is an incredibly important part of what we do, and there’s nothing that brings the community together quite like football,” commented NAB executive general manager of marketing and customer experience Suzana Ristevski.
“We’re incredibly proud of our ongoing partnership and support of the AFL and AFLW and can’t wait to see this year’s group of Mini Legends kicking goals on the big stage.”
Rich Williams, executive creative director at Clemenger BBDO added: “This year we have gone back to basics for our Mini Legends campaign and have tried to replicate the magical feeling kids around Australia experience waking up before Auskick on a Saturday morning. The Mini Legends continue to remind us of the role NAB plays in supporting footballers and the joy this great game gives us all.”
The campaign was developed for NAB Chief Marketing Officer Suzana Ristevski, Head of Group Brand Ben Knighton, Manager of Brand & Sponsorship Communications Carla Beresford and Senior Consultant of Brand & Sponsorship Communications Shini De Silva, Brand Squad Lead (Campaign Management) Nadine Manering, Consultant, Creative Content Development (Brand) Alexander Erkiet, Consultant, Media Personalisation (Brand) Adriana Kent and Manager of Brand Identity Susanna Hondrokostas, Senior Consultant of Brand Identity Minh Tang by a team from creative agency Clemenger BBDO.
The production company was Revolver/Will O’Rourke, the hero film was helmed by Stephen Carroll, the photographer was Chris Tovo, the teaser and social content was developed by Chas McKinnon of Flare and the media agency was Mindshare.
Comment:
This is the fourth year for Mini Legends and follows in the footsteps of previous iterations from 2018 (see case study), 2017 (see case study) and 2016 (see case study).
There is little doubt that both the public and the marketing community like this award winning campaign and this fourth wave of Mini Legends work sees the AFL sponsor adopt an ‘if it ain’t broke, don’t fix it’ approach.
The challenge is to keep a successful, ongoing formula fresh.
Links:
https://www.youtube.com/user/nab
Clemenger BBDO Melbourne
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