Nine issues call to arms for marketers with $1m State of Originality giveaway

Nine has issued a challenge for brands around the country to turn the State of Origin into a ‘sporting blockbuster’ with unmissable ads.

State of Originality is a call to arms for marketers and brands to create big-brand moments for the State of Origin commercial breaks, with the winner taking home $1m in advertising inventory across Nine’s assets.

A panel will judge the best commercial from advertising booked within the three-game period of State of Origin 2021. Nine’s director of Powered, Liana Dubois, said the brand has high hopes for the level of creativity the competition will bring about.

“State of Origin has long been Australia’s Super Bowl when it comes to the audience it garners,” said Dubois.

“Now is the time for the same to be true of the advertising contained within it.

“The State of Originality is a call to arms for marketers and their creative teams to elevate the power and importance of creativity in delivering results.

“We know that creative, meaning the actual ad itself, is responsible for up to fifty per cent of the total effect of an advertising campaign. Reach is responsible for the other half. Utopia is to crack both. The State of Origin reaches up to four million people, that’s the reach covered. We invite you to crack the creative as part of Nine’s State of Originality.”

Nine says that while some big brands have taken advantage of Australia’s most-watched sporting events, including the Australian Open, State of Origin and the NRL Finals, there remains an opportunity for every ad booked at the State of Origin in 2021 to go down in history and become part of an honour roll of Australia’s ads like those in the NFL Super Bowl.

“We want to challenge brands to come up with Australia’s version of Budweiser’s ‘Wassup’, or Apple’s Ridley Scott-directed ‘1984’ which introduced the Macintosh computer to the world. We want to see brands have fun and create magical moments for viewers, like when Darth Vader struggled with his powers before managing to lock his dad’s VW with just the power of The Force,” said Dubois.

“Australia is a creative nation and we want more ads that make advertising famous. We want the ads to be talked about the next day just as much as who scores the winning try.”


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