Imogen Corker

Overview/Challenge: To creatively promote the State of Origin Rugby Games and boost listener engagement, SeaFM sought an innovative campaign that would prove high impact could be achieved without large cash prizes. The challenge was to leverage brand identity and community spirit to drive participation.

My Role: I was responsible for the Campaign Ideation, Execution, Coordination, and Social Impacts of the "Plate of Origin" campaign. This involved conceptualizing the competition, managing listener participation, coordinating on-air talent, and driving digital engagement.

Strategy & Execution: I developed the "Plate of Origin" competition, inviting listeners to call into the breakfast show throughout the week to join. On the competition day, contestants were challenged to hold a plate above their heads for as long as possible, with the last standing participant winning tickets to State of Origin Game 1. This creative, low-cost concept showcased the impact of brand identities, commitment to sporting teams, and a sense of belonging, effectively leveraging SeaFM's engaged community to improve brand awareness and drive social interaction.

Results & Impact: The "Plate of Origin" campaign was a resounding success, achieving a 20% increase in social engagement during its run. It demonstrated that creative, community-focused competitions, rather than just large prizes, can significantly boost listener participation and strengthen brand connection, proving the power of authentic engagement.

Key Learnings/Takeaways: This project underscored that genuine listener engagement is driven by creative concepts that tap into shared passions and community spirit, rather than solely by prize value. It highlighted the effectiveness of leveraging existing brand identities and community belonging to amplify campaign reach and impact.