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  • AWARDS :
    GOLD
  • SUB CATEGORY :
    BEST USE OF SOCIAL MEDIA
  • COMPANY ENTERING :
    LEO BURNETT SYDNEY, SYDNEY
  • ENTRY TITLE :
    FUEL THE FIRE
  • BRAND :
    GIO INSURANCE
  • ADVERTISER :
    GIO INSURANCE
  • AGENCY :
    LEO BURNETT SYDNEY, SYDNEY
  • CHIEF CREATIVE OFFICER :
    ANDY DILALLO
  • EXECUTIVE CREATIVE DIRECTOR :
    GRANT MCALOON/VINCE LAGANA
  • CREATIVE DIRECTOR :
    SCOTT HUEBSCHER/KIERAN OTS
  • COPYWRITER :
    JAMES PASH/JONNO SEIDLER
  • ART DIRECTOR :
    CARLO MAZZARELLA
  • ACCOUNT DIRECTOR :
    TANYA VRAGALIS
  • ACCOUNT MANAGER :
    VANESSA O'BRIEN/NATALIE UNGURIAN
  • MEDIA MANAGER :
    BRYAN WILMOT
  • SOCIAL PR ACCOUNT DIRECTOR :
    SOPHIE WALTON
  • COORDINATOR :
    ANDREW DENGATE
  • FILM PRODUCTION COMPANY :
    BRIGHTWORKS, SYDNEY
  • CINEMATOGRAPHER :
    SEAMUS MULLEN/JACK MCAVOY
  • EDITOR :
    DAVE ANLEZARK
  • URL 1 :
    WWW.THANKSFORCLICKING.COM.AU/FUELTHEFIRE
  • URL 2 :
    https://www.facebook.com/GIOInsurance/videos/918483644883888/
  • THE BRIEF :
    STATE OF ORIGIN IS AN ANNUAL AUSTRALIAN 3 GAME RUGBY LEAGUE SERIES BETWEEN AUSTRALIAN STATES QUEENSLAND AND NEW SOUTH WALES (NSW), AND IS THE GREATEST RIVALRY IN ALL AUSTRALIAN SPORT. BUT IN RECENT YEARS, QUEENSLAND HAS DOMINATED THE COMPETITION, WINNING 8 OF THE LAST 9 SERIES. GIO WANTED TO USE THE OPPORTUNITIES CREATED BY THEIR SPONSORSHIP OF THE NSW TEAM TO INCREASE THEIR VISIBILITY AND ENGAGEMENT WITH NSW FANS, IN A WAY THAT OFFERED FANS REAL UTILITY AND PROVED TO THE NSW PUBLIC THAT WE WEREN’T JUST A PASSIVE, SELF-SERVING SPONSOR.
  • THE STRATEGY :
    OUR TARGET AUDIENCE WAS NSW RUGBY LEAGUE FANS, WHO ARE EXTREMELY ENGAGED WITH STATE OF ORIGIN. THIS INCLUDES EXISTING OR PROSPECTIVE GIO CUSTOMERS, IE PEOPLE WITH OTHER INSURERS OR YOUNG ADULTS LOOKING FOR THEIR FIRST INSURER. AS AN INSURANCE BRAND, GIO HAS AN EXTREMELY FUNCTIONAL RELATIONSHIP WITH ITS CUSTOMERS FOR THE MOST PART. THEIR SPONSORSHIP OF THE NSW TEAM GIVES THEM A PLATFORM TO INTERACT WITH EXISTING AND PROSPECTIVE CUSTOMERS IN A MORE EMOTIONAL WAY. OUR CAMPAIGN DID THIS BY CONNECTING GIO DIRECTLY WITH NSW FANS WITH THE PROMISE OF CONNECTING THEM DIRECTLY WITH THE NSW TEAM THEY LOVE.
  • THE EXECUTION :
    GIO CREATED FUEL THE FIRE, A PLATFORM THAT GAVE FANS THE CHANCE TO MOTIVATE THE PLAYERS DIRECTLY, LEAD BY A STIRRING, MOTIVATING TEAM TALK WRITTEN BY THE PEOPLE OF NSW. USING SOCIAL MEDIA, ANY FAN COULD SUBMIT THEIR #FUELTHEFIRE MESSAGE FOR THE TEAM. THE BEST MESSAGES WERE CRAFTED INTO A FINAL SPEECH, READ BY A NSW ORIGIN LEGEND AT THE OFFICIAL TEAM ANNOUNCEMENT. HOURS LATER WE HAD CAPTURED THIS POWERFUL FAN-WRITTEN SPEECH AND SHARED IT AS CONTENT, SHOWING THE PEOPLE OF NSW THE REAL IMPACT THEIR WORDS HAD ON THE PLAYERS THEMSELVES
  • THE RESULT :
    GIO ACHIEVED THEIR MOST HIGHLY-ENGAGED, SOCIALLY-DRIVEN CAMPAIGN EVER, DRIVING SIGNIFICANT SCALE AND VISIBILITY AMONG THE AUDIENCE, ACHIEVING $2.2MILLION IN EARNED MEDIA COVERAGE, 2.36MILLION TOTAL IMPRESSIONS, WITH 47,000 CUMULATIVE UNIQUE USERS. CAMPAIGN VIDEO VIEWS EXCEEDED 194,000, OVER 1,000 UNIQUE FAN SPEECHES WERE WRITTEN, IN JUST 10 DAYS. GIO SAW A 160.9% INCREASE IN ENGAGEMENT RATE, 368% INCREASE IN CONTENT SHARE RATE, AND 1030% INCREASE IN ORGANIC IMPRESSIONS. PEOPLE WHO NORMALLY NEVER INTERACT WITH OR SHARE INSURANCE BRAND’S CONTENT HAD WILLINGLY DONE SO, CREATING AWARENESS OR CONSIDERATION FOR GIO AMONG THOUSANDS OF POTENTIAL NEW CUSTOMERS.