Australian Power & Gas Launches “Hall of Fame” Competition for Sporting Kids

BEcause Powers Experiential and Facebook Elements of New Campaign

07 MAY 2013, SYDNEY, AUSTRALIA
Summary
Energy retailer Australian Power & Gas, sponsor of top football teams the Richmond Tigers (AFL) and the Wests Tigers (NRL), has launched a “Hall of Fame” campaign designed to give some of Australia’s sportiest kids the chance to pursue their sporting dreams. Brand experience agency BEcause is managing all Facebook and experiential marketing elements of the new campaign.

Energy retailer Australian Power & Gas, sponsor of top football teams the Richmond Tigers (AFL) and the Wests Tigers (NRL), has launched a “Hall of Fame” campaign designed to give some of Australia’s sportiest kids the chance to pursue their sporting dreams.

The new campaign is seeking 10 kids aged between 6 and 15 who have shown an exceptional passion, hunger and love for sport.  Brand experience agency BEcause is managing all Facebook and experiential marketing elements of the new campaign.

Kids can either nominate themselves, or be nominated by their families and friends, on a dedicated “Hall of Fame” Facebook competition page. Entrants with the most likes and shares on Facebook will be put forward to a judging panel, with two kids chosen each month for the “Hall of Fame”, winning $2000 worth of sporting equipment for their local school or sports club.

To increase engagement with the campaign, exclusive content from two of Australian Football’s biggest legends – NRL star Benji Marshall and AFL star Brett Deledio – will be leveraged across the Facebook pages.

Live Experiential Activations

BEcause is also bringing the campaign to life at a series of pre-match live activations at Richmond Tigers and Wests Tigers home games throughout the season.  Housed inside a 14m x 6m branded inflatable structure, kids will be invited to take part in three interactive challenges which reflect the qualities needed to enter the Hall of Fame:

  • “Show us your skills” – navigate a power buzz wire challenge
  • “Show us your speed” – turn off as many lights as possible in 30 seconds
  • “Show us your passion” – create a flashcard showing your support for the Tigers, and be filmed with the chance to feature on the big screen at half time

Tamara Vise, Brand and Communications Manager for Australian Power & Gas, comments:

“This family-orientated campaign aims to position Australian Power & Gas as the power behind tomorrow’s young sporting heroes.  Kids don’t necessarily have to be sports stars themselves; we’re just as keen to find amazing young people who have shown real passion, skill and determination for helping local sports clubs in other ways – whether at school or in their communities.”

Meredith Cranmer, Business Director of BEcause, comments:

‘We are excited to be working with Australian Power & Gas to activate the Hall of Fame campaign.   We’ve worked hand in hand with their in-house creative team to devise an integrated digital and live campaign which we believe will really resonate with young sports heroes, their families and friends – driving widespread brand awareness and engagement.”  

ENDS

About BEcause Australia

BEcause Australia is an integrated brand experience agency based in Sydney. The agency helps brands build trust, trial, sales and loyalty via smart experiential thinking and clever activations that deliver impressive ROI.

For further information, please contact:

Samantha Dybac
M: +61 411 251 373  

sjdybac@sammway.com.au

Quotes
"“This family-orientated campaign aims to position Australian Power & Gas as the power behind tomorrow’s young sporting heroes. Kids don’t necessarily have to be sports stars themselves; we’re just as keen to find amazing young people who have shown real passion, skill and determination for helping local sports clubs in other ways – whether at school or in their communities.” " Tamara Vise, Brand and Communications Manager for Australian Power & Gas:
"‘We are excited to be working with Australian Power & Gas to activate the Hall of Fame campaign. We’ve worked hand in hand with their in-house creative team to devise an integrated digital and live campaign which we believe will really resonate with young sports heroes, their families and friends – driving widespread brand awareness and engagement.”" Meredith Cranmer, Business Director of BEcause:
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