CMC Markets engaged Banter to create an idea that would help bring their proposition of ‘Take a Better Position’ to life in a way that leveraged their sleeve sponsorship of the NSW Waratahs. We created a three-part content series with a radically simple concept. Two legends on the field. But how would they go in the role of coach.
The nuts and bolts
We sent Jake Gordon and Nick Phipps to the junior clubs they started their career at and challenged them to coach these clubs in preparation for a head-to-head winner-takes-all match. With a content-led approach, our three-part content series was CMC Market’s most successful content initiative with record levels of engagement and organic reach. We even drove a significant uplift in brand consideration measured through a YouTube brand uplift study!