We Are Social has launched its first piece of work for the NRL with a campaign for the Holden State of Origin series.
The #BetterStateDebate taps into the rivalry between Queensland and New South Wales beyond the footy field and features influencers, Michael Beveridge representing his native Queeensland and Neel Kolhatkar repping NSW, debating which state is better overall in a social content series.
The series consists of four different films all launched across the NRL social channels. The launch film introduces the rivalry between Beveridge and Kolhatkar, who play co-workers in an office, and was published a week before the first Origin game.
The first debate film was then released in the run-up to the first game at the MCG, focused on convincing Melbournites to pick a side for Origin.
Debate two, has just been released ahead of game two in Sydney with debate three launching ahead of the final game in Brisbane.
The content is reactive to the results of the game with different variations filmed for each possible outcome. Fans are encouraged to join the debate on social media with the videos touching on a range of subjects such as which state has better music, food, beaches and importantly, celebrities.
The campaign is supported by in-game gifs featuring Beveridge and Kolhatkar that will be utilised across NRL and State of Origin social channels, supporting social content and influencer content with the likes of Betoota Advocate.
Suzie Shaw, We Are Social managing director, said, “State of Origin is a key fixture in the sporting calendar but has more recently been a bit of a one-sided series, so we wanted to really help fuel the conversation around this great sporting rivalry to really get people engaged in this year’s series. Everyone has a bit of state pride in them.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]