Corio State of Mind

KRock in Geelong straddles the non-metro/metro line, Tom Lewis & Josh Buckle make up the Fresh Daily and just wrapped up a week long story arc. Here’s what they did to push a piece content to just below a million reach for the week and just a few eyeballs on the video – being local as.  

The best way to own your patch is by taking care of your own. We might not have quite as much prize money or quite as many stars in the studio each day but there’s one thing we can do better than anyone else: Localism.

Over the past week Tom and I rolled out a story arc in support of a much-maligned suburb of Geelong, Corio. The butt of many a joke and the cause of many rolled eyes, we thought we’d try and change the conversation around the suburb and spin it in a more positive light.

Phoners led to ‘I love Corio’ t-shirts and a parody song with its very own film clip (filmed on location) called ‘Corio State of Mind’.