Fanshake - definition: A cast iron agreement between rival AFL fans to do something positive for the community, as part of NAB's latest footy campaign.
The campaign is designed to encourage fans to put their pride and team loyalty on the line for the greater good of the game this 2015 footy season.
The campaign, by Clemenger BBDO Melbourne, will see fans find a rival, set a footy-based pledge and then make good on it if their team doesn't get over the line.
The campaign will run through TV, print, digital and NAB customer channels through social media.
NAB GM brand and products marketing Kevin Ramsdale said the campaign is part of NAB's ongoing mission to grow footy and give back to fans.
“We are essentially harnessing the positive approach to competition between rival fans and encouraging them to give back to the footy community, whilst having some fun along the way,” Ramsdale said.
“We’ve been supporting the AFL for over a decade and this campaign is another way that we can keep delivering on our commitment to not just sponsor the game but to grow it and give back to it."
Clemenger BBDO Melbourne Creative Director Rohan Lancaster said the social media use means that fans have an obligation to make good on their promises.
“The AFL is a unique football code - fans can have the fiercest rivalries during the game, but afterwards, they’re willing to shake hands and have a laugh," he said.
"We used this insight and based the idea around the classic fan behaviour of backing one’s team with absolute faith.
“A Fanshake ensures that after the match, one of the fans will have to do something that enhances or gives back to the game in some way."
It is the latest instalment of NAB's Footify campaign started in 2013, which aims to engage the community to promote both its own brand and the AFL. NAB has had a long standing partnership with the AFL since 2002
