NAB was the first brand in Australia to use a Moment to create an immersive storytelling canvas and boost the campaign’s reach. The Moment, which included a Promoted Trend using the hashtag #FootysBack, featured prominently in users’ feeds and provided the brand with 100% share of voice (SOV).
NAB’s sponsorship of the AFL extends from grassroots (NAB AFL Auskick) through the NAB AFL Rising Stars developmental path, and on to the elite level. The brand created rich content that featured players from all levels of the game, representing the breadth of the sponsorship properties.
Moments gave us an opportunity to use rich media formats in a very engaging and surprising way. Moments open up the platform to make a very compelling consumer experience. We could tell the story in a really interesting way using the key celebrities that are active in our sponsorship.