NAB set to convert international sport fans to AFL fans with ‘Footify Fansplant’ via Clems Melbourne

Tonight, Clemenger BBDO Melbourne and NAB will launch Footify Fansplant, the next stage in NAB’s grand plan to Footify Australia.

Fansplant involves finding five die-hard sports fans from across the world and bringing them to Australia to be Footified. The most fanatical of sporting fans are being targeted, from mad-keen Japanese baseball fans, to Irish hurling enthusiasts and American gridiron worshippers. We’ve all seen them in action at international sporting events – faces painted, chants perfected, generally roaming in loud, colourful, sizable packs.

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The campaign launches with Swedish ice hockey fanatic Björn being lifted out of his Stockholm lounge room and dropped onto a sofa between two Nonnas in Melbourne. He looks around uncomprehendingly as the mad-keen Carlton fans hand him a clapper and teach him how to cheer for their beloved Blues.

NAB is looking for footy-loving families from across the nation to host these international sports fans. The fans will shadow their hosts through their weekly footy rituals, whether that be coaching the local footy team, running the canteen, umpiring a game or building team banners. Wherever the Aussie footy fan goes, the international sports fan follows.

Clemenger BBDO Melbourne creative director Rohan Lancaster says the campaign is all about demonstrating NAB’s passion for growing AFL.

Says Lancaster: “Unlike most sponsors out there, NAB actually wants to make footy better for fans. And the more AFL fans there are, the better the game gets. This year, we’ve taken Footification to a whole new level. Think of Fansplant as a cultural exchange for sports fanatics/lunatics.”

Tim Clarke, head of NAB sponsorship, says Fansplant is a natural next step to build on the momentum that was established last year.

Says Clarke: “Footify has been built upon the premise that at NAB, we don’t just sponsor the game, we grow it. We’re proud of our long-term partnerships with NAB AFL Auskick, NAB AFL Rising Star and the NAB Challenge and we are excited to shine a light on this again in 2014.

“During 2013, we Footified people across the country through footy focussed education and entertainment and Fansplant will see us build upon this, which is exciting.”

Tomorrow, the public call-out for ‘host families’ will be launched. In return for their efforts, host families will receive a VIP 2014 Toyota AFL Grand Final experience in Melbourne.

NAB’s season-long campaign will follow the stories of the ‘Fansplantees’ and their host families through TVCs, banner ads, afl.com.au takeovers, print, ATM screens, Network Seven and Fox Footy broadcasts and through social media.

Families keen to get involved can apply at nab.com.au/afl.

Sandra de Castro – Chief Marketing Officer

Sound House – Flagstaff Studios