AMF teams up for Summer 2016


We have joined forces with Sydney Thunder and Melbourne Stars from the KFC Big Bash League, to roll out a Summer school holiday campaign that challenges rivals to de-stress and ‘bowl it off’.

Partnering with the two major Australian city teams, this action-packed campaign sees the two men’s captains, Shane Watson and David Hussey, and two women’s players, Nicola Carey and Emma Inglis, go head to head in bowling and arcade challenges to be aired via TVCs and digital content during the Big Bash games across December 2016 and January 2017.

The results of Shane Watson and David Hussey’s bowling game will replace the traditional coin toss decider at the Border Bash practice match between Sydney Thunder and Melbourne Stars on Tuesday 13 December at Lavington Sports Ground, Albury. 

AMF CEO, Nicole Noye stated, “This campaign was inspired by our guests who put-away the frictions of everyday life and bond over gutter-balls and strikes, proving that bowling is a uniting sport for everyone”

This year, AMF have chosen to expand the campaign to also include players from the Rebel Women’s Big Bash League. Chief Executive of Melbourne Stars, Clint Cooper commented, “We’re excited to have the opportunity to feature our men’s and women’s players in a fun, competitive campaign for AMF and we look forward to facing off against the Thunder on the field and in the lanes”

Nick Cummins, General Manager of Sydney Thunder also mentioned, “We are thrilled to continue our partnership with AMF. The Big Bash and AMF share a similar commitment to delivering fun, family entertainment, and last summer’s creative campaign proved to be a real hit”

The campaign, created by DDI, is the first iteration of the brand’s new ‘Bowl it off’ positioning developed by the agency, a rallying call to consumers to let go, and just take out life’s everyday frustrations on those pins. “No matter what sort of day you’re having, when you enter an AMF, you can’t help but get caught up in the release of that bowling ball” says Caroline McLaughlin, Managing Director at DDI.

To coincide with the campaign, we will be running special offers including the Original Fun Pass (two games of bowling or laser tag, shoe hire, five arcade credits PLUS a $7 Return Pass for just $19.90 per person) and the Ultimate Fun Pass (two games of bowling or laser tag, shoe hire, 10 arcade credits, $10 Food and Drinks voucher, PLUS a $7 Return pass for just $29.90 per person).