CGU Insurance Street Art Mural Leverages AFWL Collingwood Sponsorship Ahead Of New Season

CGU Insurance leveraged its partnership with Collingwood’s AFWL team by creating large format street art mural activations across the greater Collingwood area which reflect the perseverance and passion the team’s female players possess.

Created through February and March, in harness with Havas Sport & Entertainment, the street art initiative showcases the ambition and commitment these female players have – with many balancing full time jobs with a full time AFL career.

Through the campaign, CGU’s objective is to celebrate women’s sport, to shine a spotlight on the talented and ambitious women that play AFL and visually demonstrate what these players are made of and generate support for the team across the Collingwood area.

The initiative is also promoted across social and digital channels and this strand is spearheaded by an online video.

Comment:

This new Colloingwood AFWL initiative follows on from Havas Sports & Entertainment’s appointed by general insurer IAG to handle sponsorships for its CGU Insurance and NRMA Insurance sub-brands.

This client win sees HSE provide insight, strategy, creative ideation and implementation for live activations for NRMA Insurance’s sponsorship with the Brisbane Broncos and CGU Insurance’s alliance with the Collingwood Women’s AFL and Men’s AFL teams.

“We are delighted to be working with IAG whose passion for strategic thinking, creativity and collaborative customer focused work is what any good agency ultimately desires in a client,” commented Havas Sports & Entertainment ANZ’s Francis Coady.

Back in January, NAB’s AFWL ‘launched a new brand platform called ‘GenW’.ch campaign in January (see case study), which itself followed on from the league’s ‘I’d Like To See That’ reboot league launch campaign back in 2017 (see case study).

Links:

CGU Insurance

https://www.cgu.com.au/

Havas Sports & Entertainment ANZ

https://havas-se.com/

Women’s AFL

https://womens.afl/

https://twitter.com/aflwomens

https://www.facebook.com/aflwomens

https://www.instagram.com/aflwomens/

https://www.youtube.com/channel/UCui2LJ0N-Zi7Uw_sHyE5kgQ

AFL