As an extension of their sponsorship of the State of Origin, Ampol wanted to create a positive brand connection with the local community by leveraging their contracted entitlements.
TLA were tasked to develop a grassroots initiative that would allow Ampol to form lasting relationships with local communities and contribute to grassroots rugby league around Australia.
As part of the initiative, TLA were tasked with engaging with Ampol NRL ambassadors, capturing content at all games, staging media ops and executing grant payments during the State of Origin Series.
TLA developed, managed and executed Ampol Little Origin – a junior version of the State of Origin and was designed to give Ampol a meaningful presence in the community rugby league landscape.
Schools were selected through an application process and chosen to represent their states in the three Men’s and the one Women’s State of Origin match.
The Little Origin experience included flights, accommodation, meals and tickets to each game for their team and a parent each. They also got to participate in a training session with some NRL stars, receive their jersey from an ex-NRL legend, have a private stadium tour and play at halftime of State of Origin.
Ampol Little Origin enabled Ampol to have a visible presence in grassroots Rugby League, while successfully utilising their partnership with the State of Origin, not only benefiting the SOO series but also by engaging meaningfully with the community.