TLA have worked closely with NAB since 2002 when they became an official partner of the AFL. TLA continue to manage different events and campaigns for NAB and our long standing relationship is a testament to the work we do.
NAB Mini Legends
TLA managed the PR for NAB’s Mini Legends campaign that ran from August 5 through to the AFL Grand Final on October 1 2016.
The NAB Mini Legends campaign featured mini versions of some of the biggest names in the AFL and embodied NAB’s commitment to supporting footballers from NAB AFL Auskick to the big time. The campaign showcased eighteen Auskickers, each bearing an uncanny likeness to well-known AFL players, including a bearded Max Gawn, a rough and rugged Joel Selwood and a super slick Gary Ablett Jnr.
During the campaign TLA secured wide spread media coverage across television, print, radio, online and social media.
Some of the media highlights during the campaign included; a Mini Max Gawn clinic, which saw 20 NAB AFL Auskickers surprise Max Gawn when they arrived dressed up just like him, donning Melbourne jumpers and beards. The event was extensively covered in the Herald Sun and on Channel Nine News.
In addition, a Herald Sun front page was secured with a picture of Mini Caleb Daniel and Mini Joel Selwood ahead of the AFL preliminary finals.
TLA also worked on promoting the NAB Mini Legends Snapchat filter on AFL Grand Final day, helping to create a significant amount of buzz on social media.
2016 NAB Lounge AFL Live Site
After a very successful first year of AFL Live Site at the new location of Yarra Park at the MCG, NAB continued with the theme of rewarding fans at the NAB Lounge.
The NAB Lounge was located within the Kids Zone of the Foxtel Footy Festival and offered parents the opportunity to unwind while their kids enjoyed the activities nearby. TLA used key learnings from 2015 to deliver a more refined activation where complimentary hot and cold drinks were available plus the chance to win great prizes such as Sherrin footballs and tickets to the 2016 Toyota AFL Grand Final via a coffee cup sticker promotion.
It was TLA’s role to successfully manage the entire activation from the months in planning to execution across the 4 days of the Festival. Again, the activation included appearances of some of the stars of the AFL comprising of NAB AFL Auskick Ambassadors and NAB AFL Rising Star talent such as Rory Sloane, Jack Gunston, Daisy Pearce and Jacob Weitering. In addition, NAB saw a need for the introduction of a NAB ATM at the Festival. TLA also controlled this project with appropriate management with key stakeholders to ensure the structure was placed in a prime position at the site.
NAB AFL Rising Star Program
The NAB AFL Rising Star Program is a talent identification and development program that operates from grassroots through to the elite AFL level. The key elements as part of the Rising Star Program includes:
As part of the NAB AFL Rising Star Program, TLA worked closely with NAB to play a vital role in delivering each of these programs through event management, PR, community engagement through local activations and branding opportunities. TLA were also instrumental in ensuring NAB were maximising their sponsorship of the NAB AFL Rising Star Program with staff and customer engagement opportunities incorporated through each of these programs.
2015 NAB AFL LIVE SITE – NAB AFL Auskicker of the Year Three Day Experience
During AFL Grand Final week NAB brought 22 Auskickers from across Australia to Melbourne to enjoy a three day footy experience, these lucky Auskickers were selected from a record 23,000 entries.
The events across the three days included a coaches address by AFL stars including Joel Selwood, Rory Sloane, Jeremy Cameron and NAB AFL Rising Star Jess Hogan mini Brownlow event at the MCG to announce the Auskicker of the Year, walking in the Grand Final parade, playing on the MCG before the Grand Final and presenting medals to the Premiership players.
TLA managed the entire experience for the 22 Auskickers and their families coordinating travel and accommodation, managing a range of events across the three days and working closely with NAB and the AFL to provide the Auskickers with an amazing footy experience. The TLA team not only managed the events but also worked closely with media to provide PR opportunities both in print and on TV to ensure that NAB got the most out of their sponsorship of the NAB Auskicker of the Year Three Day Experience.
2015 NAB AFL LIVE SITE – NAB Have a Nice Day Campaign
TLA leveraged NAB’s AFL sponsorship to launch the upcoming “Have A Nice Day” Spring Mortgages Velocity Points campaign. As part of the NAB spring mortgages campaign, TLA were briefed to amplify the campaign via an experiential marketing activity, an AFL Grand Final in-stadium activation and a social media content series.
The campaign took the form of a suite of surprise and delight moments thanks to NAB via the following channels:
FFA Cup Final
The Westfield FFA Cup is the main national football knockout tournament in Australia which was founded in 2014 and is conducted annually. The competition features all teams from Australia’s premier football division the A-League, as well as Member Federation teams from lower tier teams in leagues across the country. NAB is a proud sponsor of the FFA and had a strong presence throughout the competition which culminated in a number of activations at the FFA Cup Final 2015.
TLA facilitated a Face in the Crowd activation which consisted of organising promotional staff, creating the design and production of NAB branded clapper banners, big screen content along with selecting appropriate furniture and signage for the winners to be instantly upgraded to the “best seats in the house”. A Money Can’t Buy Experience was also executed which provided the opportunity for one lucky NAB staff member and a guest to experience the inner sanctum of both teams in the lead up to the match along with tossing the coin. TLA represented NAB and assisted in chaperoning the guests to ensure the behind the scenes experience was enjoyable. As part of the NAB Golden Goals Program throughout the 2015 FFA Cup, TLA created a 40 sec vignette showcasing each of the Goals which was displayed on the big screen at half time.