Personalised Plates Queensland (PPQ) leveraged its new partnership with Queensland Rugby League by adding personalised player number plates instead of player names on the backs of the Maroons’ training jerseys for the 2023 State of Origin series.
The tie-up and activation was conceived, negotiated and created by Publicis Groupe sub-brand Publicis Red Lion (with input from Digitas and Zenith – its data and media agency partners respectively).
Leveraging the State of Origin NRL rugby league series – arguably the biggest annual sporting event in Queensland (which runs from 31 May to 12 July in 2023) – the marketing initiative launched at the end of May and was developed to promote the individuality and creativity of personalised vehicle number plates.
In addition to the player’s training jerseys themselves, the campaign was supported by OOH, digital and press executions, plus a PR push, while PPQ is also sponsoring the team announcements on social media for both the women’s and men’s State of Origin games.
The executions sought to drive viewers to a page on the company’s website that includes a tool for consumers to design their own personal plate.
“Queenslanders are passionate rugby league supporters and each year this passion is put on show as the entire state gets behind their beloved Maroons. Something else that Queenslanders are passionate about is their personalised number plates,” commented Personalised Plates Queensland (PPQ) General Manager Joshua Lee. “More than just a combination of letters and numbers, a personalised plate is a showcase of their personality. Not only does this partnership bring together two iconic Queensland organisations but the concept is a fun way to highlight how each plate, like each player, is totally unique.”
Queensland Rugby League CEO Ben Ikin added: “Queensland Rugby League are thrilled to partner with Personalised Plates Queensland for the Origin series this year. We are two brands that are uniquely made for Queenslanders so it’s a natural alignment for us. The partnership is being brought to life through training kit personalisation, team list integration and an amazing OOH campaign rolling out across Queensland at the very best time of the year.”
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This Queensland rugby league initiative follows on from February 2023’s spot featuring Maroons fan Geoff Maynard and his family.
PPQ’s range of more than 250 plates are available via ppq.com.au, in car dealerships across the state, and the PPQ retail outlet in South Brisbane.
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