ANZ makes a social racket for fund raising

ANZ, together with Novak Djokovic, the brand's new ambassador, launched its #rallyforgood campaign on Monday 12 January. The bank claims this is the world's first social media tennis rally. The goal is to raise funds for local community programs across Asia.

Similar to the highly viral ice bucket challenge, ANZ’s social campaign invites people to share photos or videos of themselves performing a potentially embarrassing task. Only in this case, it's hitting a tennis ball rather than dousing one's self with freezing water. To give it traction the company asks people use the hashtag #rallyforgood, while also tagging a friend to continue the rally, hitting the ball on to a friend.

The campaign grew out of a collaborative effort between ANZ and its agencies for tennis sponsorship, including Octogan, R/GA, Dave Clark Designs and media agency PHD.

Joyce Phillips, ANZ’s group managing director of marketing and innovation and CEO of global wealth (@_joycephillips), and Philip Chronican (@PhilipChronican), the bank’s Australia CEO, kick off the rally, sharing videos and photos from their twitter profiles.

The company pledges to donate A$2 for every ‘shot’ someone shares on a public social profile, up to a total of A$100,000. It says funds will go to local community programs across the APAC region, including Tennis Australia’s ‘Tennis Cares’ program, which partners with organisations and government to use tennis as a way to contribute to the success of communities. The aim is to reach a minimum of 50,000 posts, which ANZ estimates would give it a reach metric into the millions. The same number is also the count of post that would generate the A$100,000 in donations.

In a release about the campaign Phillips said: "We’re proud to be launching this new social media campaign which is about raising money for a good cause, but also encouraging people to get involved in sport of tennis through having a rally on social media."

The company created a YouTube launch video featuring Djokovic explaining the campaign (below). Supporting spots will also run on TV, radio and other digital media throughout the Australian Open.

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