FANS FLIP FOR LOCALLY DESIGNED MERCHANDISE

By Julie Johnston

A collaboration between local businesses has resulted in an innovative new piece of merchandise with potential to be used across any code of sport, with patents pending in many of the major countries across the globe.

As long term sponsors of the North Queensland Cowboys and looking to capitalise on the excitement of the launch of the new stadium bearing their name, the Queensland Country Bank marketing team approached merchandise supplier GetBranded to assist with sourcing a special piece of promotional merchandise to gift to fans to help them cheer their team to victory. With no such product available on the market and a ‘can do’ attitude, they set about designing a wearable merchandise item with the word “TRY” on it that fans could display when the team crossed the line. GetBranded Director Madonna Simmons said they did about five different versions of a bib idea before it dawned on them that fans would likely become frustrated by the additional piece of material and not use it, at which point the design became a full garment and the elements of a jersey began to emerge. “The jersey needed to look like something a supporter would wear to a game, could be used as a portable sign and still be able to zip it up and go out after the game,” said Madonna. “After three more versions, finally we had a wearable garment that looked like a Cowboys jersey, and the Flip Jersey was born.” Verve Design was engaged to do the graphic design for the jersey, rounding out a truly unique local collaboration on a world class product, but there was still much more work to be done.

“Discussions then had to be held with the National Rugby League to ensure licencing rules were followed, and a great deal of time and money went in to securing patents for the design innovation to protect the amount of hard work that went in to the full design,” said Madonna.

Plans for the launch of the Flip Jerseys at the first home game in the new stadium were thwarted as the Covid-19 pandemic commenced globally, shutting factories and halting production of the jerseys. While a limited number were dispatched for the first game, it wasn’t until the Cowboys vs Newcastle Knights game held 20 May 2021 that Queensland Country Bank was able to fulfil their marketing activation.

“Two and a half thousand Flip Jerseys were distributed to fans in the Northern Grandstand, and the Cowboys event team incorporated the activity into game day with ground announcers doing live crosses from the grandstand and broadcasting it to the big screen,” said Stephanie Gillman, Marketing and PR Manager for Queensland Country Bank.

“Jonathan Thurston did a live cross on Channel Nine which gave national coverage not just for Queensland Country Bank’s brand, but showcased our incredible stadium and fans in a positive light.

“The Cowboys did us proud scoring seven tries, and it was incredible to see so many fans flipping their jersey to wave the ‘Try’ sign as the boys crossed the line.

“As sponsors we look for ways that our Members can engage with the activities we do in the community, while leveraging opportunities presented through sponsorships beyond what is written in black and white in an agreement. This was the perfect activation to do that and working with the North Queensland Cowboys, GetBranded and Verve Design to bring it to life was a dream for our team.”

Michael Morgan sporting his Flip Jersey