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Top 6: December 12th 2012
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NAB: WeddingTop 6: December 12th 2012
NAB creates Stand-Ins to help fans get to the AFL Grand Final
Clemenger BBDO Melbourne has created a competition to highlight NAB’s sponsorship of the AFL. The NAB Stand-Ins are a specially created team of twenty NAB men and women willing to fulfil footy fans’ prior commitments on match day, leaving them free to go to the big game. The Stand-Ins will turn up to whatever and wherever you’re meant to be on 29th September: work, a children’s birthday party, a Christening, a house auction – even your own wedding. Although we’re not sure that last one would have a positive impact on the longevity of the marriage. Clemenger BBDO Melbourne Executive Creative Director, Ant Keogh, says recent research confirms the idea meets a genuine consumer need. “We found that nearly half of Victoria would give up whatever they were meant to be doing that day in order to get to the Grand Final. Footy fans said they would give up beer, hand over their mobile phone and even give up wearing deodorant for a year to get a seat at the game. “I’m hoping we’re not sitting next to those fans,” he added. NAB Chief Marketing Officer, Sandra De Castro, says the bank is proud to open their allocation of 2012 AFL Grand Final tickets up to the fans. “This campaign breathes life into one of the most gratifying components of NAB’s ‘more give, less take’ promise: our dedication to doing the right thing.” “As a bank, we are committed to being competitive and this is inherent in all that we do. We asked ourselves what we could do to support the unsung heroes of the game - the fans - and Stand-Ins seemed like a good solution,” said De Castro. To apply, fans need to submit in 50 words or less why they need a NAB Stand-In on Grand Final Day via NAB’s Facebook page or at nab.com.au/afl. The campaign includes the competition, social media, online, outdoor, TV, radio, press and in-store executions.
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