The Brief

In summer, the biggest problem Australians face is deciding whether to spend the day at the beach or at our favourite National sport, Cricket. Unfortunately for Cricket, the current team hasn't been very successful in recent times, which has resulted in a steady decline in match attendance. All the while, the Australian public continues to have a great time frolicking in the waves on our beautiful coast. This required a big behavioural change.

Describe how the promotion developed from concept to implementation

We developed a multi-channel Promotional strategy, combining the best bits of summer at one place – the cricket. The concept was Cricket Beach, literally a beach at the cricket. There was sand, water, a bar and BBQ all sitting on the boundary line at the Sydney Cricket Ground. Local and international media supported the story promoting winners as having the ultimate summer day. From these channels we gained ambassadors, maximised the PR opportunities to the fullest; all done live from the venue. Like every other case study you’ll read, social networks did their bit to spread the word as well.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

The campaign launched with traditional media; TV, print and on pack advertising encouraging people to win themselves a spot on the sand. While that was happening, builders and engineers busying themselves at the SCG creating a beach complete with 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.