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CGU x Collingwood Partnership & Activations



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CGU Insurance, have been the major partner of Collingwood Football Club since 2012. We were tasked to improve brand awareness and engagement amongst fans by bringing to life the brand's creative platform of "Ambition" on game day


Collingwood Football Club is one of the most successful yet despised sporting clubs in Australia. Being a fan required a special resilience, tenacity & energy to face up to rivals and haters alike. CGU is a modern and progressive insurer, and backs the drive, ambition and commitment fans have to their passions, whether their footie club or small business


In an Australian first, we created the CGU Fanbition Booth. A bespoke karaoke booth placed outsdie the famous MCG. Fans were invtied inside the booth to belt out the iconic Collingwood team song. These recordings were then edited in real time on site into a montage and transferred on to the big screens inside the stadium, to play during the first quarter break. Helping "fuel the ambition" of the Collingwood team.



live activations at the MCG and Marvel Stadium


fans took part across the campaign


views on each matchday


impressions on social media