The Challenge
T o become the insurer of New South Wales, GIO wanted to align their brand with footy. Because in this state, footy isn't just a game, it's identity, it's rivalry, it's religion, it's Joey Johns' hands, it's Nathan Cleary's foot, it's Aaron Woods' hair.
But the two things New South Wales footy didn't have were a weekend radio show and a grand final public holiday.
The Solution
LiSTNR built GIO their weekend footy show, helmed by some of the state's favorite commentators, announcers, and players.
Rivals, Victoria always gets all the holidays for sporting occasions - GIO and LiSTNR thought this just wasn't fair. So, to keep GIO linked to football across the work week, the team on Triple M Breakfast rallied fans to petition for a state public holiday. And while the Premier may not have come to the party, LiSTNR and GIO threw an unofficial public holiday.
Finally, to ensure GIO was embedded in all things footy both in and out of the talk breaks, they ran geo-targeted audio creative with famous footy moments customized to every major region in New South Wales.
The Results
From a fully custom, fully branded weekend show to a breakfast radio takeover and geo-targeted ad breaks, they embedded GIO into the fabric of football. By the end of the season, GIO reached over 1.7 million metro and regional listeners and scored big with footy fans. And when the final siren sounded, listeners were more likely to associate GIO as reliable, trusted, honest, and as a proud sponsor of the New South Wales Blues, cementing GIO as a part of footy in this state and the insurer of New South Wales.
