Australian commercial bank NAB is running the NAB Stand-Ins, a competition designed by Clemenger BBDO to highlight NAB’s sponsorship of the AFL (Australian Football League). 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 NAB and Clemenger BBDO are not sure that last one would have a positive impact on the longevity of the marriage.
Click on the image below to play the Meet Matilda video in YouTube (HD)
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.
The campaign, online at standins.nab.com.au, includes the competition, social media, online, outdoor, TV, radio, press and in-store executions. 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.
Play the NAB Stand-Ins radio spot.
The Stand In campaign was developed at Clemenger BBDO Melbourne by executive creative director Ant Keogh, creative directors Rohan Lancaster, Darren Pitt, Julian Schreiber, Tom Martin, art director Russel Fox, copywriter Ben Keenan, agency producers Sevda Cemo (TV), Celia Karl (digital), Ben Nash (print), client services director Simon Lamplough, account directors Belinda Danks-Woodley and Jessica Hughes, account manager Kate Joiner, senior planner Heather Lewis, working with NAB chief marketing officer Sandra De Castro, general brand manager Kevin Ramsdale, head of enterprise sponsorship and events Jodi Geddes, and brand manager, planning brand management Lesa Brown.
Filming was shot by directing collective The Glue Society via Will O_Rourke, with editor Tim Parrington, executive producer Michael Ritchie, producer Ian Iveson, head of projects Josh Mullens, director of photography Rob Marsh. Post production (offline) was done at The Butchery by Eugene Richards. Online post production was done at The Refinery. Sound was produced at Fagstaff Studios by sound engineer Paul Le Couteur. Music was produced at Level Two Music and Flagstaff Studios.
Live work was produced at Will O’Rourke.