FUEL THE FIRE

Short List
TitleFUEL THE FIRE
ClientGIO INSURANCE
Product/ServiceINSURANCE
CategoryF03. Use of Co-Creation & User Generated Content
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Production Company BRIGHTWORKS PRODUCTION Sydney, AUSTRALIA

Creative Execution

This was delivered to the players by our spokesperson, a NSW Origin legend, directly after the team was announced. Video of the team talk was then released online hours later across GIO’s social platforms, including the names and photos of the contributing fans as their words were spoken.

GIO achieved their most highly-engaged social campaign ever, driving significant scale and visibility among our target audience of NSW fans: • 2.36 million total impressions • 47k cumulative unique users • Over 1,000 unique fan speeches written, in just 10 days • 160.9% increase in engagement rate • 368% increase in content share rate • 194k total video views • $0.01 cost per view based on $1,200 spend • 1030% increase in GIO organic impressions This success was driven by the vast amount of tagging and sharing that happened, which meant many views came from free, earned or viral reach. In fact, almost 60% of the impressions came from this type of reach.

State of Origin is an annual rugby league series in Australia between Queensland and New South Wales (NSW). Since 2005, Queensland had dominated, winning 8 out of 9 series. The NSW players needed to hear their fans support like never before. GIO is official sponsor of the NSW State of Origin team, which gives them direct access to the players. The people of NSW, comprising GIO’s existing and potential customers, are passionate fans of the team who represent them. Our social strategy was to take ownership of the conversation around State of Origin and channel it through GIO in a way that offered real utility to fans and, deliver it in a truly social way. To do this we created Fuel the Fire; a campaign that actively used GIO’s sponsorship to give fans an opportunity they’d never had - the chance to motivate the NSW players directly.

Credits

Name Company Position
Vince Lagana Leo Burnett Sydney Executive Creative Director
Grant Mcaloon Leo Burnett Sydney Executive Creative Director
Carlo Mazzarella Leo Burnett Sydney Snr Art Director
James Pash Leo Burnett Sydney Snr Copywriter
Jonno Seidler Leo Burnett Sydney Copywriter
TC Miles Leo Burnett Sydney Strategy Director
Tanya Vragalis Leo Burnett Sydney Group Business Director
Vanessa O'Brien Leo Burnett Sydney Senior Business Director
Natalie Ungurian Leo Burnett Sydney Business Director
Rachel Rider Leo Burnett Sydney Agency Producer
Sophie Walton Leo Burnett Sydney PR
Bryan Wilmot Leo Burnett Sydney Social Media
Andrew Dengate Leo Burnett Sydney Social Coordinator
Stefan Puskcar Brightworks Producer
Seamus Mullen/Jack McAvoy Brightworks DOP
Dave Anlezark Brightworks Editor
Chris Wilton GIO Marketing Executive Manager
Stephen Ly GIO Marketing Brand Manager
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Scott Huebscher & Kieran Ots Leo Burnett Sydney Creative Directors
Links
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