State of Origin – Tabsportsbet

State of Origin – Tabsportsbet

Tabsportsbet used our Footy Lid™ to leverage their sponsorship of the NSW Blues during the 2012 Australian State of Origin. The Footy Lid™ was the centerpiece of a print and media advertising campaign which drove consumers into Tabsportsbet outlets pre-game to place bets. Free NSW Blues branded Footy Lids were given out to customers when they placed a State of Origin bet. Additional Footy Lids were also handed out in Stadium.

What we did:

We handled design of the helmets and production of 40,000 units working closely with Tabsportsbets marketing team and NRL governing body.


The product was a big hit with Blues fans across Sydney. Product was distributed to over 100 outlets. The product was highly visible in both print media and television and a spike in pre-game betting was achieved in-stadium on the night. As well as this, the activation was highly visible in the crowd both in-stadium and via international television footage of the game.

  • State of Origin