Sponsorship and Event Marketing

Bronze
CAMPAIGN
Spend Your Lunch Well
AGENCY
UM
CLIENT
ING DIRECT
BRAND
ING DIRECT
DETAILS
CAMPAIGN SUMMARY

The challenge:

 
Show Australia that ING DIRECT is about more than just high interest savings by launching the new brand proposition of ‘Spend Your Life Well’.
 
We discovered the everyday pressures of working life were holding Aussies back from pursuing their interests, hobbies and dreams - all the things that let them spend their life well.
 
The lunch break was identified as one of the most critical pain points.
 
The insight:
 
Aussies are struggling to even start spending their life well because of the disappearing lunchbreak.
 
The idea:
 
Spend your Lunch Well.
 
A series of rewarding lunchtime experiences (such as rock climbing, sushi making, self defence classes and art classes) across the major Australian cities amplified through media partnerships, PR and social activations as well as bite size pieces of content.
 
The results:
 
20% of all city workers* attended a Spend Your Lunch Well event.
The PR value alone equated to over $1.4 million.
 
Consideration scores increased by 11% - an all time high for the brand and over double our original target.
 
In fact, 1/3 of all people exposed to the campaign said they would switch to ING DIRECT.
 
The all important NPS score increased by 45%
 
(*Syd and Melb only)
CAMPAIGN
FootifyFM
AGENCY
Clemenger BBDO Melbourne
CLIENT
National Australia Bank
BRAND
NAB AFL Sponsorship
DETAILS
CAMPAIGN SUMMARY

The Australian Football League (AFL) is one of the most popular sports in Australia, where it is commonly known as ‘footy’. As Australia’s home-grown football code it’s tightly woven into the fabric of culture and deeply embedded in the nation’s consciousness.
 
As a major sponsor of the AFL for over 10 years, the National Australia Bank (NAB) has forged a trusted relationship with the footy community. But as digital technology began to transform the fan’s relationship with the game, NAB recognized it had to evolve its own relationship with footy. 
 
At the start of the 2013 season NAB set out on a unique mission to ‘Footify Australia;’ the cornerstone of which was ‘FootifyFM’ – an ambitious plan to live-stream commentary of the end-of-season Grand Final in 10 languages.
 
FootifyFM was a cutting-edge use of second screen media that successfully engaged a tightly defined audience, as they watched one of the biggest sporting events in Australia. Together with an innovative use of online content in the lead up to the campaign, we achieved 40,000 streams of the commentary from 25 countries.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters