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CGU: Australian Values

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Project
Overview

Gemba were asked to extend CGU’s brand story around Australian Values utilising CGU’s sponsorship with Collingwood football club.

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Execution

Using players and fans from Collingwood Football Club we created a campaign that demonstrated and celebrated CGU’s core values. We went in depth about what these values means to a selection of individuals creating meaningful stories and content across social, print, outdoor and digital.

Results

  • The Adam Treloar video and branded content article is the best performing piece of branded content Fox Sports has ever produced
  • The Adam Treloar Fox Sports article delivered 14,567 impressions – 14,016 of which were unique – equating to an over-delivery of 62%
  • Brodie Grundy & Adam Treloar articles delivered combined total impressions of 1,491,295 delivered across the social amplification vs a planned amount of 119,000 impressions – equating to an over-delivery of 1,253%