NAB ‘Mini Legends’

NAB Mini Legends has a cult following every AFL final series when the new campaign is launched.

Since the campaign started, Enthral has been responsible for creating the social media content to support the hero campaign creative. We’ve worked with AFL stars including Gary Ablett, Caleb Daniel, Max Gawn, Jarryd Roughead and Joe Daniher.

This year’s challenge was to continue to drive brand consideration for NAB and increase awareness of how NAB supports the AFL from grassroots and beyond.

Enthral used a surprise and delight opportunity to reveal to a young child that he would play his AFL idol in the TVC – delivered by the footballer himself. Meticulous planning played the biggest role to ensure we had Joe Daniher and Mini “Joe” in the one spot – without spoiling the surprise prior to the cameras filming. Joe was a great sport and Mini Joe absolutely ecstatic that he met his hero and learned he had won the role to play him in the TVC.

The video was one of NAB’s best organically performing piece of video content on social media achieving 1.9M views of which 400k were organic (across all social platforms).

Not to mention, the average positive social sentiment across all content for the campaign was 98%.