AMF Bowling Moments

Challenges

AMF Bowling is the world’s largest owner and operator of bowling centres employing more than 8,000 people across Australia, New Zealand and the USA.

Their brief was to launch an integrated campaign that would resonate with families, teens and kids, and drive them to the AMF website to pre-reserve their lane for the school holidays.

Response

AMF’s ten-pin bowling centres were primarily positioned around shopping malls with movie cinemas. Facebook community polls also suggested that bowling was something most people associated with the movies.

We took this knowledge and combined it with the consumer insight that ‘bowling lets you be your silly-self’. The “Moments’ campaign celebrated the magic movie-like moments that everyone has while bowling and included all-time classic moves such as the “pistol fingers” and “down-low-too-slow”.

‘Moments’ was rolled out across TV and cinema, outdoor and digital.

Results

A record number of lanes were reserved across the campaign period.

Record number

of lanes reserved

Great

Ad recall

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CAMPAIGN, PLATFORM