'Backing the Aussie Spirit'

This campaign, launched in 2007, focused on the Australian spirit and revealed how the great characteristics of our sporting heroes stacked up against our XLERPLATE® steel.

Second major campaign conducted over 4 months (March – June 2007).
Designed to help to build awareness and association with the key brand values.
Overriding Australian sport/hero theme adopted throughout.
Postcards and premiums sent to participants which eventually became a collective set.
Monthly prizes included a sporting weekend away.
Grand prize draw included choice of 5 overseas sporting holidays.
56% participation rate (12% increase on previous campaign).