GIO is fuelling the rivalry between Queensland and New South Wales in the State of Origin with a new campaign, ‘Fuel the fire’.
Created by Leo Burnett Sydney the campaign launches with a video that features a message from a NSW fan thanking Queenslanders for doing their part to help the Blues to victory.
The video went live on May 19.
There is also a Facebook activity across GIO’s Facebook Page, the NSW Rugby League Facebook Page and a campaign hub.
‘Fuel the Fire’ is also encouraging online interaction with the #fuelthefire hashtag.
Mark Condon, sponsorship advisor at GIO, said: "As a proud supporter of New South Wales, for Origin this year, GIO wanted to get in amongst the fans at a grass roots level. For too long we’ve heard the chatter from Queensland and we’ve found ourselves buying into it and even defending our position. We thought it was time to turn things on their head and just say thank you. Nothing fires up the Blues more than hearing all that Queensland talk, so in a way, Queenslanders have become the Blues’ biggest supporters and motivators.”
Client: GIO Chris Wilton – Executive Manager, Marketing – GIO Mark Condon – Sponsorship Advisor – GIO Agency: Leo Burnett Sydney Chief Creative Officer – Andy DiLallo Creative Group Heads – Pim Van Nunen & Scott Huebscher Creative Director – Kieran Ots Creative Director – Zaid Al-Asady Writers – Jonno Seidler, Curt McDonald Designers – Alex Schieder, Dave Mugford, Eddy Milford Digital developer – Keong Seet Planner – Thomas Miles Group Business Director – Suzie Baker Senior Business Director – Tanya Vragalis Producers – Gemma Heyes, Michelle Browne, Rachel Rider, Georgia Millar Production Company – Brightworks Productions Producer – Stef Puskar DOP – Seamus Mullen Editor – Luke Banfield Director – Toby Morris