Colonial First State
Campaign : Sports Boost
Work : Strategy, Media Planning & Buying, Creative and Content & Community Management
To continue Colonial First State’s commitment to local communities and to build a direct line of communication to their online audience, we developed Sports Boost - a grassroots program that champions aspiring junior athletes from across Australia.
Now in it’s fourth year, Ikon revitalised the program with a new format and new creative. This year’s competition was opened up to aspiring young athletes from any sport to get involved for a chance to win a $20,000 grant.
We received a flood of submissions from over 84 different sporting disciplines, and we profiled and rewarded 20 of the best across the program.
The ultimate winner was aspiring Matilda, Sophia Sakalis.
Her story (featured here) and the vast array of content created for the program was distributed throughout a digital content ecosystem.
Over the 10 month period, the program reached over 2m people, and continues to raised the consideration and affinity for Colonial First State.
It is the only program of its kind for a financial services brand, and its evolution and continued success is testament to the program’s purpose and the client’s belief in playing a critical role in helping more Australians get ‘ready for next’.