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.