QBE has been sponsoring the Sydney Swans since 1986 and wanted to strengthen its brand awareness and engagement with fans on the occasion of Buddy Franklin's 1000th goal. Buddy's carrier doesn't just leave a mark on the field. They have, in fact, motivated and inspired other fans across the country to keep going and keep reaching their own goals.

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What is the Buddy Effect on you? Asking this question, QBE  encouraged people to share the player's strong influence in their lives.

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With a minimal budget, we developed a social media campaign that brought fans' admiration for Buddy to the streets, selecting the best quotes from fans and projecting in buildings surrounding the Swans' Stadium, sharing fans' passion for Buddy with the city.