As the 2015 Holden State of Origin Series kicks into gear this week, GIO – an official partner of the NSW VB Blues – has launched a customer engagement campaign created by Tongue.
GIO appointed Tongue, STW’s ideas agency, in late 2014 to develop an idea that would increase awareness of its sponsorship amongst GIO NSW customers. Tongue plugged into GIO’s existing Fuel the Fire asset with a customer-centric digital campaign focused on engagement, reward and retention.
Everyday during the State of Origin series, GIO customers can visit fuelthefire.com.au to play an online scratch game for the chance to win NSW Blues merchandise including hoodies and jerseys and entries into prize draws to win tickets to Game 1 or Game 3.
Mark Condon, sponsorship advisor for GIO commented: “Our sponsorship of the NSW Blues is now in its 4th year. This series we wanted our valued GIO customers to get in on the action. We’re rewarding them with merchandise and exclusive experiences that makes it easy for them to celebrate the Origin spirit.”
“It’s been great to partner with GIO on a campaign to increase awareness of its sponsorship of the NSW Blues amongst its NSW customer base,” said John Du Vernet, managing partner of Tongue. “Preliminary campaign results show customers are engaging with the site again and again to scratch and be rewarded and I’m confident this will result in a successful campaign.”