Ubet pushes back the borders in State of Origin campaign

Ubet is moving the state NSW/.Qld state borders

Ubet is moving the state NSW/.Qld state borders

Betting house UBet is putting the New South Wales and Queensland borders on the line in a new campaign where the losing State will see a town on its border ‘handed over’ to the winner.

The campaign, by GPY&R Brisbane, stars former Origin players Anthony Minichiello and Trevor Gillmeister focuses on the border towns of Wallangarra in Queensland and and Jennings in NSW, one of which will have its border ‘moved’ 10km into the other State if its team loses.

Ubet is continuing its theme from last year under the hashtag #Ubetwecan, which called for Melbourne Cup day to be made a national holiday and a promotion for men to earn Brownie Points to be able to watch more football.

In a lengthy viral ad, UBet continues its strategy of tapping into social media to drive its campaigns beyond TV.

It shows the footy pair talking to townsfolk about how they would feel having to support a rival team.

UBet general manager – brand, Penny Glasson, said the campaign had proven a huge social success.

“We’re tapping into topics that are already on the news agenda or part of social conversations and harnessing the passion Aussies have for sport, and racing around those,” Glasson said.


  • Creative: GPY&R Brisbane
  • Media: Carat Brisbane
  • Client: Penny Glasson – General Manager Brand, Will Evans – Marketing Executive

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