not just good product

PRE-GAME

ANZAC DAY 2021

On 25 April, TWENTYFIVEFOUR were to introduce their brand - and product - to the country at the NRL's famed ANZAC Day clash. As a day, and a match, they're the perfect pairing to our message. These events not only celebrate a kinship between troopers, but symbolise a unity representative of TWENTYFIVEFOUR's vision for the future.

However by mid March, the veteran community had already lost 13 of their own. In the lead up to ANZAC Day, national concern on the issue of veteran wellbeing began to gain momentum, with a petition calling for a Royal Commission into veteran suicide gaining over 400,000 signatures.

WITH A NATIONAL STAGE BEFORE THEM AND A VETERAN HEALTH CRISIS BUILDING AROUND THEM, THE TEAM AT TWENTYFIVEFOUR SPRUNG INTO ACTION. 

AND SO, FROM Our launch CAME our first project

FOR GOOD

THE KICK OFF

launch day

To mark the day, TWENTYFIVEFOURpartnered with the NRL alongside the Australian Defence Force, the Department of Veteran Affairs and Open Arms Australia for the NRL's ANZAC Day Cup (or ANZAC Day Clash).The Clash is a rugby league match contested annually between the Sydney Roosters and the St. George Illawarra Dragons to honour the Australian and New Zealand Army Corps.

Together with a tribe of partners, members of the Defence community, sporting legends, our team, families and comrades - TWENTYFIVEFOUR rallied the troop[er]s at the Captains Lunch, hosted by the Sydney Roosters at the SCG.

THE MAIN EVENT

COIN TOSS FOR A CAUSE

With the help of countless partners TWENTYFIVEFOUR was able to bring to life a national raffle in the weeks before launch, to be drawn on ANZAC Day.

Bringing together the spirit of two-up and the gift of giving, Coin Toss For A Cause: The Heads or Tails Rafflewas a charitable initiative intent on raising awareness and money to support the wellbeing of veterans and their families.

GIVING A TOSS THIS ANZAC DAY

what we did

GAMIFYING GIVING


The raffle was hosted on an online platform, built in collaboration with our partner, Swiss8. These, participants could choose to purchase a 'Heads' or a 'Tails' raffle ticket, or bundles of both, and go in the running to win one of three Money Can't Buy experiences as well as dozens of smaller prizes, donated by a combination of our generous Prize Partners, and TWENTYFIVEFOUR.The game? Similar to the iconic Two-Up, a coin toss on ANZAC Day would determine whether your ticket would go in the draw to win a Money Can't Buy experience, or the collection of smaller prizes.

the coin toss


On Launch Day, gathered together inside the TWENTYFIVEFOUR activation space at the SCG, we flipped a coin - dividing participants into one of two Prize Pools. From there, the raffle was drawn.

MONEY CAN'T BUY


With the generous help of our partners, we were able to give away three Money-Can't-Buy Experiences to winners from the 'Correct Guess' prize pool, and dozens of other participants.

Catch a glimpse of the first of our winners to enjoy their prize: The NRL x TWENTYFIVEFOURMagic Round Experience in Brisbane.

in-stadium

TWO UP AT HALF TIME


In collaboration with the Sydney Roosters and the SCG Trust, TWENTYFIVEFOUR hosted a game of the World’s Biggest Two-Up at half time during the ANZAC Day Clash, giving away product to the winning bay of participants.

With an in-stadium introduction amplified across the screens of the Sydney Cricket Grounds, our message went out to an audience of over 35,000 people.

The results

The Heads or Tails Raffle received overwhelming support from partners across Defence,
Sporting and Corporate industry, as well as multiple Veteran-led charities.

twentyfivefour were humbled to raise

over $20,000 in ticket sales

to put directly back into the hands of our charity partners.

charity partners

THE PROCEEDS OF THE RAFFLE WERE DISTRIBUTED DIRECTLY TO:

prize partners

A SPECIAL THANKS GOES TO OUR PRIZE PARTNERS, WITHOUT WHOM OUR COIN TOSS FOR A CAUSE WOULD NOT HAVE COME TO LIFE:

LET'S PLAN A PROJECT

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