Cannes Lions

CRICKET BEACH

GEORGE PATTERSON Y&R, Melbourne / COCA-COLA / 2013

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Overview

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Credits

Overview

Description

PROBLEM

In summer, the biggest problem Aussies have is deciding whether to go to the cricket, or the beach.

IDEA

So we turned our biggest competitor into our ally and created Cricket Beach. This summer-long PR stunt combined 70 tonnes of sand, a few gigolitres of crystal clear water and a select group of beach-slash-cricket fans at our most prestigious sporting stadium, the Sydney Cricket Ground.

Brought to life by Cricket Australia and their major sponsor Coke, fans could win a day at the beach, at the cricket, by simply buying any specially marked Coke.

RESULTS

Cricket Beach soon took on a life of its own, gaining international attention through the broadcast and in the news. This is typified by the $4,000,000 earned media is gained in the first match alone and the fact it was seen by millions of people across 9 countries.

Execution

For Cricket Australia, Cricket Beach reignited the interest of old fans and attracted a whole new audience to the game by turning its biggest competitor - the beach - into it's greatest ally.

For our sponsor Coca-Cola, it allowed them to put themselves exactly where they wanted to be; slap bang in the middle of good time summer fun.

Outcome

RESULTS

In case turning our greatest competitor into our ally isn’t enough for you:

- Cricket Beach clocked up over $4,000,000 of earned media in one match.

- 1500 lucky beach/cricket fans got to enjoy having their feet in the sand and their eyes on the cricket

- It was also seen by millions more eye balls in over 9 different countries.

In short it was a huge hit with Aussies and was hugely beneficial for both Cricket Australia and Coca-Cola

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