Byravee Iyer
Aug 30, 2013

NAB recruits fans to provide multilingual commentary for AFL final

SYDNEY - NAB (National Australia Bank) is aiming to provide live commentary of this year's Toyota AFL (Australian Football League) Grand Final in 10 languages—with consumers not only helping to choose the languages but also providing the live commentary at the event.

AFL's bilingual commentators get trained
AFL's bilingual commentators get trained

'Footify Australia', will provide online streaming allowing people around the world to listen to live commentary of the Grand Final, which takes place on 28 September. The brand plans to provide streams in 10 languages. Thus far, it has shortlisted German, Greek, Croatian, Spanish, Punjabi and Mandarin.

Over the past few weeks, NAB has had been searching for potential candidates who are fluent in one of the languages and have a real love of the game. After receiving hundreds of applications, the final 20 have been selected and are getting match-fit through intensive training with legendary AFL commentators Bruce McAvaney and Hamish McLachlan.

The bilingual broadcasters are currently learning the ins and outs of sports commentary and by September end will be well prepared to call the biggest match of the year, NAB said.

A series of TVCs will be launched by Clemenger BBDO Melbourne to promote the whole effort.

“We are excited to offer these types of opportunities for fans through our AFL partnership,” said Sandra De Castro, NAB’s CMO. “Last year we brought fans to the game through the NAB stand-ins and this year we are taking the game to them through FootifyFM.”

NAB has been a sponsor of the AFL for the past decade and through their support and have grown the game across the nation. FootifyFM is all part of their bid to continue spreading the love for Australia’s game.


Client: NAB
Chief Marketing Officer: Sandra de Castro
General Manager Consumer Marketing: Kevin Ramsdale
Head of Sponsorship: Tim Clarke
Manager, Sponsorship Communications: Katie Hynes 
Consultant, Sponsorship Communications: Lucy Thompson  
Executive Creative Director: Ant Keogh
Creative Directors: Tom Martin and Julian Schrieber
Creative Team: Russel Fox, Ben Keenan and Wayne Ching
Agency Producer: Jo Alach
Account Service: Lee Simpson, Belinda Danks-Woodley, Amy Ross
Social and Digital Team: Sasha Cunningham, Ben Birchall, Nathan Rogers, Emily Naismith, Alex Kemp
Production Company:  Will O'Rourke
Directors:  The Glue Society, Jonathan Kneebone and Paul Bruty
Producer:   Ian Iveson
Head of Projects:  Josh Mullens
Executive Producer:  Michael Ritchie

Campaign Asia

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