The Insight That Led To the Idea: In Australia, the word “bowling” is associated with the sport of cricket, NOT ten-pin bowling. Rather than fighting this association, we decided to use this to our advantage…

The Idea? The Bowl Off: a challenge to cricket’s best fast-bowlers to go head to head at an AMF ten-pin bowling alley. But, to win, they needed to strike down as many pins as possible, with nothing but cricket balls!

We needed a vehicle to seed the content. We tapped into the hottest program during the December/January months: The Big Bash Cricket League which:

- Racks up to +3,000,000 viewers nationally per game,

- Is one of the Top 10 most attended sports leagues, worldwide!

We aired our content during live Big Bash cricket games. We even integrated ourselves into the live sporting commentary to kick off The Bowl Off concept with a 60” clip.

Our ads aired across the season, driving consumers to the website. We reached 41% of our target audience through this medium, and further extended our reach across Facebook and online sporting environments.

Beyond this, we let consumers experience “The Bowl Off” for themselves. So, we invited Aussies to experience The Bowl Off for themselves at sporting stadiums, leveraging our stars for meet and greet opportunities.

We hit the mark!!

We reached millions of Aussie families and led AMF Bowling to experience:

- 83% growth in online revenue YoY

- 433% increase in Facebook engagement YoY

- 29% lift in Facebook likes

- 12.7% growth in overall revenue - surpassing our KPIs by 27%