NAB Mini Legends

Supporting footballers from NAB AFL Auskick to the big time
Winner- PR Idea Of The Year
2018 Mumbrella Sports Marketing Awards

Date

10 Apr 2017

Categories

Concept:

TLA managed the publicity around NAB’s Mini Legends Draft campaign, a development on the 2016 NAB Mini Legends concept which was a key part of NAB’s AFL partnership. TLA was tasked with securing media coverage across two key phases of the campaign, firstly the launch of the competition mechanic whereby children were called on to submit videos emulating their AFL hero and secondly the announcement of the competition winners and 2017 NAB Mini Legends TVC.

Strategy:

TLA devised a strategy that focused on two hero media opportunities that were complimented by smaller scale targeted pushes to secure coverage across print, television, online and social media. TLA focused on working closely with high profile talent and key media to achieve maximum exposure and strong NAB messaging.

The End Result:

The media outcomes secured as a result of the strategic PR approach were extensive and of a high quality. During the campaign the following coverage was secured:

  • AFL talent social media posts recorded an average of 14.8% engagement (the industry benchmark for commercial posts is between 3% – 4%)
  • 100% positive sentiment across all pieces of media coverage secured