Our ‘Gold has its price’ Gruen idea setting Facebook alight

By Laurie Ingram posted on August 23, 2016 in Change, Recent, Top News, Work

We’re ecstatic that not only did we win all four votes from the panel in winning The Pitch segment on the ABC TV’s Gruen last week… but our idea is hands down being voted number 1 by people online.



In only a few days after the show, on the Gruen Facebook page the video had:

Over 500,000 views

Been shared more than 8,800 times

Prompted over 460 comments

To put that into some perspective the other 5 pitch videos from the first 3 episodes have recorded 187,000 views COMBINED.

For those who don’t know, Gruen is a panel show about advertising, marketing and spin and in The Pitch segment they set a counter-intuitive brief for two agencies to create an idea from: in our case to convince Australians that Bronze medals are best.

OK, not an easy task in our sport-obsessed country. But with a national audience of 1 million people, and a suite of creative and strategic tools at our disposal, what a great opportunity to launch an idea to start a conversation and perhaps create change?

Through investigating Australia’s fixation on winning at sports, almost at any cost, we uncovered an incredibly compelling fact: since the London Olympics, the Australian government spent $377 million on Olympic sports in the pursuit of Gold in Rio. $377 million – wow. Further investigation into Australian attitudes towards Government expenditure and cuts led us to pose a question:

How can that much be spent on chasing Gold in Rio while at the same time the razor was being taken to programs designed to help those in our society that need it the most?

With over 100,000 Australians without a permanent shelter, ever shrinking resources available for mental health and assistance for the hundreds of thousands of domestic abuse victims, we thought something is out of balance.

That led us to develop the powerful ‘Gold has its price’ idea.

That idea sparked a conversation and within hours a fire was raging on Facebook and social media.

Outside of Facebook the conversation had a spread of close to 1,000,000:

Screen Shot 2016-08-22 at 5.20.30 PM Screen Shot 2016-08-22 at 5.23.47 PM

And these 2 of the 460+ comments to the video on Gruen’s Facebook page show the passion it evoked:

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And some of the comments posted on the bronzedaussies.com.au page were equally effusive:

“Hi, like many others I watched this ad and said “they” should run this on TV. I’m a pretty big believer in “they” means me. I manage a small neighbourhood centre on the Central Coast and work with a lot of organisations supporting people who are homeless. The cost of running this campaign is way beyond our meagre resources but I’d like to start a conversation with others about getting it out there. Just how much would we be talking about to get this on National TV for a short/long campaign.”

Kathy Sokk August 17, 2016 at 7:51 pm

“Absolutely brilliant. You have hit a nail on the head and raised an issue. Was the PM watching Gruen and hence he gave some cash to a homeless person the other day? If so you might have triggered something getting into the public consciousness more. The person I passed needing a money for shelter this evening certainly benefited from your advert, so on his behalf thank you.”

Nick August 19, 2016 at 12:23 pm

The challenge for change in the Gruen brief was pretty immense but was something the agency reveled in.

What’s your change challenge?

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