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2016 One Show - Social Media

Fuel the Fire

Agency Leo Burnett / Sydney + Brightworks / Sydney

Client GIO Insurance
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Annual ID

SM16030M

About the Work

State of Origin is a 3 game annual rugby league series in Australia between Queensland and New South Wales. Since 2005, Queensland had dominated, winning 8 out of 9 series. NSW’s players needed to hear their fans support like never before. As official sponsors of the NSW team, GIO created Fuel the Fire; a campaign giving every fan, including customers and prospects, the chance to motivate players directly. At the core of our campaign was the team talk written by the people of NSW. Using social media, NSW fans submitted their #FueltheFire message for the team. Without changing a word the best messages were crafted into a final speech - delivered to the players at the official team announcement by a legendary NSW Origin player. Our film of the talk was shared online with fans only hours later. The result was the most highly engaged social campaign in GIO’s history.