VB helps NSW Blues fans get their names in the game in a campaign via Clemenger Melbourne
As the naming rights sponsor of the NSW VB Blues, this year’s State of Origin Series will see CUB launch a campaign that gives fans a once in a lifetime opportunity to back their team and win their name on the front of a player’s jersey in a State of Origin game. The campaign has been brought to life in conjunction with Clemenger BBDO Melbourne, ApolloNation, Liquid Ideas and MediaCom.
One of the biggest campaigns that VB will launch this year, Name in the Game focuses on VB’s strong sponsorship relationship with the NSW VB Blues State of Origin team.
At all three State of Origin matches this year, VB will replace the words ‘Victoria Bitter’ on the front of the iconic NSW jersey with the names of 46 Blues fans from across the state – one on every player’s jersey. Fans can enter by purchasing specially marked packs of VB and entering the promotional code online.
Says Richard Oppy, general manager of Victoria Bitter: “This is huge. In 160 years, we have never changed the wording on the Victoria Bitter logo. As the major sponsor of the NSW Blues we wanted to throw everything behind them and for the first time, we’re enabling fans to actually be in the game, adding even more fire to the supporter base of the Blues.”
Clemenger BBDO Melbourne executive creative director, Ant Keogh, says VB is pushing the boundaries of what being a real fan means.
Says Keogh: “Victoria Bitter has a fantastic relationship with the Blues, and through this promotion has shown that it is committed to getting fans involved and standing behind their team.”
The campaign runs until July 1, with the TVC on air from May 2. It includes TV, radio, digital and POS.
The promotion kicked off last week with early momentum amongst high profile NSW media personalities and influencers with photos and tweets urged to feature the hashtag #vbnameinthegame. VB’s social media assets will provide exclusive content to fans and followers throughout the campaign.
General Manager, VB Richard Oppy
Senior Brand Manager Mim Orlando
Brand Manager Kirt Daunt
Assistant Brand Manager Clare O’Connor
Creative Agency: Clemenger BBDO
Creative Chairman James McGrath
Executive Creative Director Ant Keogh
Creative Directors Ben Couzens and Jim Ingram
Art Director Tim Bishop
Copywriter Alex Metson
Digital Producer Gemma Seeto
Digital Director Sam Mackisack
Digital Designer Christine Calo
Executive Producer Sonia Von Bibra
TV Producer Marta Besevic
Senior Account Director John Meagher
Senior account Manager Ollie Wearne
Account Executive Rob Patterson
Strategic Planning Mike Derepas
Director Andy Morton, 8com
DOP/Cinematographer Andrew Stroud
Executive Producer Katie Millington, 8com
Digital Production Rob Edgar
Editor Michael Houlahan, Method Studios
Production Company 8com
Post Production Company Method Studios
Sound Design Flagstaff Studios
PR: Liquid Ideas
Creative Director Stuart Gregor
Account Director Jemma Lee
Account Manager Taryn Malakou
Account Executive Katie Wilkinson
Media: MediaCom
Group Account Director Gareth Nicholls
Account Director Rachel Teh
Account Manager Adam Russell
Account Assistant Jarvis Johnson
BTL Agency: Apollo Nation
Group Account Director Elaine Kellaghan
Account Director Nick Paton
Account Executive Lara Greenwood
4 Comments
It’s the only thing a NSW supporter will be winning this year.
This is very good.
Jesus a Rugby League ad with an actual idea in it.. and it came out of Melbourne!! Just goes to show what can be done when a real agency is involved
Hey guys, a mate of mine passed away this morning at the age of 21 with leukemia. I want him to run out with the NSW blues in the next origin. He was a huge parramatta fan and I wanted to make this happen for his friends and family. Please help??