Queenslanders Credit Union and the State of Origin
1/07/2010
JSA created an integrated multi-channel campaign spanning 3 Origin games to effectively raise the Queenslanders brand and grow a database of contacts.
The brief was to use a number of marketing channels (below and above the line) to build a campaign around the 2010 State of Origin rugby league series.
JSA Digital worked with Queenslanders Credit Union to design billboards, online banners, viral games, a Facebook page, microsites and some good old fashion gorilla marketing to ensure the brand was displayed as synonymous with the spirit of Queensland.
Consumers were driven to the site where they were invited to play a viral online game and join the Facebook page to go into the draw to win some major prizes. This together with more traditional digital and offline methods Queenslanders were able to build a healthy database of contacts.
Stage two involved invoking the pride of Queensland by supplying customers with roll-out banners containing the campaign slogan and inviting them to take them to game 2 of Origin. Customers were invited to photograph and submit themselves supporting the maroons.
The final stage involved judging the mountain of entries and giving the voice of Queensland an opportunity to vote for the winner - via a photo uploader and voting microsite. http://www.queenslanders.com.au/love-the-maroons/
The campaign was a resounding success and JSA can only imagine what next years challenge will be!
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