As Collingwood embark on the AFL Finals, we look back at Gemba’s work with CGU Insurance and the Magpies earlier this season.

Long time sponsor of the Collingwood Magpies, CGU Insurance challenged Gemba to extend the brand’s ‘Australian Values’ campaign into the AFL space.

Using players and fans from Collingwood Football Club, we created an integrated campaign that demonstrated and celebrated CGU’s core values of grit, resilience, optimism and loyalty. We explored what these values meant to a selection of individuals in and around the team, creating meaningful stories and engaging content across social, print, outdoor and digital.

• Grit – Chloe Molloy
• Resilience – Sam McLarty
• Optimism – Brodie Grundy
• Loyalty – Adam Treloar

These values take on far deeper meaning when reflected on by the individual players, coaches and community that pour so much of their lives into the Collingwood Football Club. CGU provided a unique and insightful look into the person behind the game, creating a richer engagement with fans.

The campaign was extended in-stadia via the big screen, plus signage, digital assets, print and content amplification via Fox Sports and The Roar. Each individual player story was featured on the Fox Sports home page throughout the season, further supported by social, driving fans to the rich content.

An impressive season long campaign, squeezed from limited player and fan appearances, that brought fans closer to their heroes in ways they’d never seen before. Here’s hoping that the Pie’s grit, resilience, optimism and loyalty can hold them in good stead for the finals!