BACKGROUND : XXXX was suffering in its home state. Competitors had swooped in, forging authentic connections with QLDers and killed XXXX’s market share. Having taken
the first step towards remedying this by established their “Give a XXXX” brand platform, we identified the brand’s State of Origin sponsorship as a key opportunity to begin reigniting QLDer pride in the brand.
INSIGHT : Every year during State of Origin, there is a huge outpouring of local pride, particularly within the regional towns and cities that QLD Maroon’s players hail from.
THE IDEA : We sacrificed the XXXX logo on Maroons jerseys, replacing it with the postcodes of the players hometowns. More than that, we sacrificed our logo on 30 million cans of XXXX.
Results : Postcodes of Origin reached over 19 Million Australians (including pretty much the whole of QLD), driving 100% positive brand sentiment, a 41% increase in brand awareness and over 7,000 pieces of UGC over the campaign period.
More importantly, it drove a 6% incremental sales uplift, at an ROI of 4:1, earning the campaign a Silver Effie for Immediate Impact at the Australian Effie Awards.
