MG Motor's Win the Keys competition ran across the 2026 NRL season with South Sydney: ten keys handed out to fans over the year, ten finalists, and one of them driving home an MG HS Hybrid+. The draw for the winning key landed at half-time of the Rabbitohs vs Roosters, Round 27, Friday 4 September 2026, at Allianz Stadium, in front of a crowd of 41,000-plus.
Our part in it was the LED ribbon-board content itself: the Win the Keys branding that ran around the perimeter through the draw and the reveal. We weren't at the stadium for the game. The photos and video below were shared by the Rabbitohs afterwards, and show the content playing exactly as it was built.
What the brief actually was
Design and produce LED content that carries the Win the Keys branding clearly at a glance, built to the ribbon board's specific aspect ratio and to Allianz Stadium's technical spec, so it would load and play correctly through the half-time window. Type oversized and simple, the car and the wordmark cropping cleanly wherever a viewer's eye or a camera happens to land on the strip.
Seeing it run
A stadium LED buy has a lot of moving parts on the night: the venue's system, the broadcast schedule, the in-stadium host, and whatever else is happening at half-time. We don't attend every fixture the content we build ends up playing at, so getting it confirmed on air, and seeing it in photos and video like these, shared by the Rabbitohs after the game, is the part that closes the loop on a job like this.
Where we've delivered this
This sits alongside the LED ribbon-board work we've done for Mitronics and Strata Republic at Allianz Stadium. The job is also in our portfolio as the Win the Keys project page. If you've got a campaign that needs LED content built for a stadium or major venue, tell us the venue and the fixture and we'll get back to you with what's needed.
