GIO & Leo Burnett Sydney Fuel the State of Origin Fire

In 2014, Leo Burnett created the inaugural ‘Fuel the Fire’ campaign to rally the NSW VB Blues team after eight years of defeat by re-purposing QLD trash-talk into motivational online content and to galvanize the Blues and NSW as a whole.

This year, the campaign aims to motivate fans and players to face the even tougher challenge of retaining the title in the face of a QLD team out for revenge.
 
GIO invited fans to create the ultimate team talk via Tweets and Facebook messages using the hashtag #FueltheFire. These fan messages were curated into the Blues’ first team talk which was delivered to the team by Origin legend, Mark Geyer, immediately after the official team announcement at the Star yesterday.
 
Kieran Ots, Creative Director Leo Burnett Sydney, said: “Every fan would love the chance to fire up the team directly, so that’s what we gave them. Their personal gee-up delivered straight to the new 2015 squad, with the moment captured on video to help motivate every Blues fan out there.”

The campaign will extend across all three games as the Blues seek to go back-to-back.

“GIO is the insurance company for NSW and has been a sponsor and supporter of the NSW Blues for 3 years,” said Chris Wilton Executive Manager, GIO Marketing.  “We asked the people of NSW to once again take pride in their state, by throwing their support behind the Blues, and motivating the team to victory once again.”