| Title | CRICKET BEACH |
| Brand | CRICKET AUSTRALIA |
| Product / Service | CRICKET BEACH |
| Category | A04. Ambient/Alternative Media |
| Entrant | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Entrant Company | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Advertising Agency | GEORGE PATTERSON Y&R Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Romanca Jasinski | Gpy/R Melbourne | Agency Producer |
| Tom Marley | Gpy/R Melbourne | Editor |
| Evan Roberts | Gpy/R Melbourne | Copywriter |
| Ben Coulson | Gpy/R Melbourne | Executive Creative Director |
We turned our biggest competitor into our ally and created Cricket Beach. This summer-long campaign 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.
The campaign launched with traditional media; TV, print and on pack advertising encouraging people to win a spot on the sand. While that was happening, builders and engineers busying themselves at the SCG creating a beach with a pool, 70 tonnes of sand, life guards, a BBQ and bar. The Cricket Beach was unveiled to the media a week before the first match. Interviews and press releases were filmed pool side at the stadium and built the hype. Once the game began, broadcast and social media took over as the Cricket Beach featured in-game and on all social media.
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. 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.
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 it gained in the first match alone and the fact it was seen by millions of people across 9 countries.