XXXX is a 144-year-old beer brand with proud heritage from Queensland, Australia. However over the last decade its legacy had been eclipsed by the arrival of Great Northern, an imposter beer claiming to be from Queensland, shifting XXXX to third most popular beer^ in its home state. XXXX was tasked with reclaiming its stake on the map as an iconic Queensland brand.

^Reference: https://drinksdigest.com/2022/04/06/australias-most-popular-on-premise-beers/

XXXX needed reappraisal amongst Queenslanders by leveraging and gaining their attention through their 32-year-long sponsorship of Queensland’s State of Origin team, the Maroons. By cleverly using relevant BX and activation opportunities during the State of Origin series, XXXX would increase purchasing habits and revenue to reclaim what was lost to competitor Great Northern. Plus, redefine itself from a ‘blokey beer that Dad drinks’ to a modern brand that celebrates Queenslanders’ pride and what they love most - community and the Maroons.

In a powerful demonstration of Queensland pride and support, the iconic XXXX logo on the Maroons jersey sleeve was sacrificed making way for Queensland (4000) postcodes. The logo on the left sleeve of the Maroons’ jersey - closest to the players’ hearts - were replaced with the postcode of the players’ junior rugby club; the local community that evoked their passion to represent Queensland, for Australia’s most anticipated rugby event, State of Origin.

Before the postcode reveal, XXXX worked closely with their partner, Queensland Rugby League to create assets to deliver a compelling story for earned media coverage. The most recognisable players participated in a shoot to debut their new jerseys. The players recorded video and radio interviews with heartfelt sentiment on why they felt proud to represent their Queensland postcodes, accompanied by a docu-series to spotlight three Queensland communities airing on State of Origin match days showcasing Queensland's pride.

XXXX were losing Queensland consumers to competitor, Great Northern; an ‘idyllic, outdoorsy’ beer who claimed to be “from up here” in Queensland (despite being created in a Melbourne marketing department). In a bold attempt to regain market share, reclaim their heartland and prompt reappraisal, XXXX leveraged their 32-year sponsorship of Queensland’s beloved Maroons during the 2022 State of Origin series.

State of Origin is a key sporting and cultural moment of the Australian news cycle that captures the attention of millions across the nation. The State of Origin field and surrounding comms: BVOD, YouTube, Instagram, Facebook, eDms, web, radio, print and earned media were the ideal stage to showcase the true Queenslander pride and spirit, to shift brand perception from “Dad’s beer” to prove that XXXX is relevant to the consumers it had been losing, by supporting the Maroons team and spotlighting the Queensland communities (postcodes) who support the team.

The State of Origin Series is 3 matches played over 6-weeks (08/06/22, 26/06/22 and 13/07/22). A best-of-three determines the winning team so XXXX used mostly digital platforms to be agile and contingent on the worst case scenario: if Maroons were defeated in the first 2 games, XXXX’s comms presence must decrease. (Thankfully not the reality.)

XXXX’s paid media was Queensland-only across BVOD, YouTube, Instagram, Facebook, eDms and web, geotargeting content to consumers in particular postcodes to ensure postcodes were seen by Queenslanders from the regions.

XXXX’s assets were shared with key national and Queensland sports media, as embargoed content in the lead up to the postcode jersey debut during Game 2 of the 2022 State of Origin. Every local community paper that would have its postcode on display for the game was shared tailored content, outlining the Maroons player representing their community and why.

Before the campaign, earned media KPIs were estimated at 9 pieces of coverage across broadcast, radio, Queensland metro, regional media and sports media, with an estimated reach of 3 million. XXXX’s campaign smashed earned KPIs with 147-pieces of national earned coverage and 100% positive sentiment. News coverage of Postcodes of Origin included state-wide and nationally syndicated evening news bulletins, radio segments and online articles that well and truly shone the spotlight on Queensland communities.

The campaign earned a total of 17.7+ million impressions across Australia, from the news and sports highlights into Australian culture agenda, referenced in prime-time television quiz show “Have You Been Paying Attention” and transformed into State of Origin memes by betting company, Sportsbet.

The Postcodes of Origin campaign saw a 6% increase in XXXX sales, and 22.4% recorded market share of total pack beer sold in Queensland, during the 2022 State of Origin series.