Coca-Cola and Cricket Australia launch pop-up beach at the Cricket in new campaign via George Patterson Y&R Melbourne and Ogilvy Sydney
In a sporting twist on summer’s much loved surf and turf; Coca-Cola South Pacific and Cricket Australia, via George Patterson Y&R Melbourne and Ogilvy, are launching ‘Coca-Cola Beach @ The Cricket’. Transforming a stand at one of Australia’s most iconic sporting arenas, the Sydney Cricket Ground (SCG), the Coca-Cola Beach @ The Cricket is the world’s first pop-up beach in a cricket ground.
The Coca-Cola Beach @ The Cricket will combine Australia’s most loved summer activities – the beach and cricket with its favourite beverage – Coca-Cola. Consumers will be able to feel the sand between their toes, cool off in the splash pool and sip an icy cold Coke – all while watching the action on the field.
A fully-integrated marketing and advertising campaign will run through the heart of the summer cricket season from December to early February. The one of a kind – world first experiential will drive towards an on-pack consumer promotion, supported by a 30 second TVC spot, a Channel 9 media partnership, point-of-sale (POS), social media and digital.
Consumers have a number of ways in which they can win their way to the Coca-Cola Beach @ The Cricket including:
- Specially marked bottles of Coke, diet Coke and Coke Zero will give Aussies the chance to earn a spot on the sand for the SCG Commonwealth Bank Series ODI on the 20th January vs. Sri Lanka and the match on the 8th February vs. West Indies
- Through a Channel 9 TODAY Show Media Promotion which will give away 5 double passes (flights and accommodation included)
- Through an at-game ‘Caught Red Handed’ upgrades for the best dressed fans and drinking Coke at the SCG Commonwealth Bank Series matches
Supporting the on-pack promotion, the TVC spots will star members of the Australian cricket team and will call on viewers to purchase Coke and enter to win.
Says Antoinette Tyrrell, marketing manager Coca-Cola South Pacific: “We’ve all grown up playing cricket on the beach. For Aussies, there’s no need to choose between the beach and the cricket this summer, we’ve brought the beach and Australia’s best cricketers to them.
“Through our partnership with Cricket Australia, Coca-Cola has created this one of a kind, world first experience for our consumers. Our aim is to invite consumers and fans to participate in cricket in a whole new way and to spark interest and conversation across Australia.”
Says Mike McKenna, executive general manager – operations , Cricket Australia: “Watching a live match at the SCG is a great social day out with friends or family. This year we’re proud to be working with Coca-Cola to bring something extra special to the crowd atmosphere; something only Coca-Cola and Cricket Australia could do. Together, we’re offering the ultimate Australian summer experience, the sand between your toes, water at your feet, an ice cold Coke in your hand and Australia’s favourite team in front of you.”
People who would like to find out how they can get a spot on the sand at the Coca-Cola Beach @ the cricket during the Commonwealth Bank Series matches at the SCG, click here.
Elite Sports Properties – Experiential
George Patterson Y&R, Melbourne – Concept creation
IKON – Media Buy
Mix – Shopper
Ogilvy, Sydney- TV and OOH Creative
One Green Bean – PR
Passport – Packaging
Wunderman, Sydney – Digital and social
22 Comments
http://www.youtube.com/watch?v=zpsDIXrlDq8
btw tv ad sucks dick.
Love the idea of removing empty seats and making a massive beach at the cricket.
Solves my problem of feeling guilty when I go to the beach not the cricket.
Great idea and promo, but the ads suck.
Bet Patts had the idea, and Ogilvy did the ads.
uhhh That’s cricket AT the beach. Not the beach at the cricket.
That’s a cracker of a promo. It gives people a genuine reason to go to the cricket again – tits.
Love the idea of putting a few tonnes of sand and a pool at the cricket.
It will go off!!
Can you imagine how much PR that thing will generate, between the broadcasters crossing to the beach, social commentary etc. It will be a huge idea, and I reckon people will love it.
Gotta be summers best promo, but a small pity the ad components are a bit lame.
Hats off to which agency did promo idea of making a beach at the cricket, hats off to both clients for actually making it happen, points off for who ever did the promo ads, they are dull.
Huge promo idea!
Can’t believe they got the ground to take out a whole bay of seats for it.
Great stuff.
Freak’n huge idea from Patts, well done, it will be a promo lion for sure.
Crap ads from Ogilvy, how could you guys make such dull ads for something so cool?
What a terrible PR release.
This is a really big idea, but you just can’t tell from the choice of shots or the PR text.
Bringing the beach to the cricket and letting fans hang out on a custom made beach with pool instead of shitty plastic seats in the peak of summer is great.
Why do we have to read half a chapter and sift through lame ads to work out what it actually is?
Love the idea, hate the ads and way it is PR’d.
XXXX beach cricket – look it up. BMF did it years back.
Oh it’s at the beach not at the cricket?
Come on the ideas are almost identical.
“In a sporting twist on summer’s much loved surf and turf; Coca-Cola South Pacific and Cricket Australia, via George Patterson Y&R Melbourne and Ogilvy, are launching ‘Coca-Cola Beach @ The Cricket’. Transforming a stand at one of Australia’s most iconic sporting arenas, the Sydney Cricket Ground (SCG), the Coca-Cola Beach @ The Cricket is the world’s first pop-up beach in a cricket ground.”
Nice work PR douche.
Ogilvy’s talent is doing shit ideas for cool products, it’s advertising in reverse – turning consumers off something they’d otherwise like. Don’t knock it, it takes real (lack of) talent to achieve it. The suits there are the real experts at it.
Idea is the opposite of the xxxx beach cricket.
There are plenty of versions of getting people to play cricket at the beach, xxxx included.
This is absolutely the first time I can find on the Internet where someone has had the idea of making a beach inside a cricket stadium, so fans can be both at the cricket and the beach at the same time. Nothing to do with playing silly beach cricket.
BTY, I think it’s genius. Being at the cricket and at the beach at the same time, solves one of summers biggest dilemmas!
Sitting on the sand, beer in hand, ladies in bikinis, and being at the cricket at the same time, I gotta be dreaming, love it!!
Looks shit with that ad, buts it the kind of idea that Cannes promo eats up, nice work Patts team, always come up gold in promo every year. I think your on your way to the next one,
What an awful way to present an idea that should be the hugest thing to hit summer. There’s no sense of scale what-so-ever. There’s no sense of the idea!
Visuals: Cricketers digging up sand, cricketers delivering a trailer full to the MCG.
Words: Blah blah blah. If you want me to listen to the words, give me something interesting to look at. All i get from this as a punter is that there’s sand at the MCG. How much? Who knows? It could be a 20 x 20 space and it could still qualify as a world first. I hope you’ve got a whole bunch of other more engaging pieces around this, it’s a flop.
At least Pats will have a lot of channel 9 footage to cut together to make the entry video cool.
This thing will PR it tits off, get every down there broadcasting out of the beach, TV magic!
Classic story. One agency has a brilliant new idea, the fostered agency then gets the ad component and has no interest in seeing it through properly.
Coke, drop Ogilvy and get Patts on the ads fast, these ads don’t do it any justice. Actually,don’t worry about ads at all, it good enough to kill it with earned media and on pack.still, you should spank Ogilvy hard for being so lazy on a great promo.
BTY coke marketing team, hats off for a fun and original promo.
That is quite possibly the worst poster I have ever seen. The lame staged positions of the cricketers, with the oh-so-clever twist on replacing standard cricket gear with beach/coke paraphenalia. (Oh how I laughed). The deplorable retouching with shadows that make no sense and contradict all the laws of physics. The stunning typography that would make Alex Trochut jealous. And the 3′ high wall that would block any reclining beach-goers view of the very same spectacle they wanted to watch.
Shame. It was a big idea totally undone by poor account management from the agency(s), and even poorer client insistence on superfluous mandatories.
It wil smash it in Promo, Outdoor Ambient and PR.
Just don’t show any of the lame as fuck ads.
Awesome promo idea, I gather the fact that the Bradman stand has been demolished has given the SCG the opportunity to host a promo of this nature.
There aren’t too many grounds in Australia that this could be replicated at
That’s a belter of a promo idea, hope they make it properly. Pool sounds great.
Imagine how much it would suck to be sitting in your sweaty plastic seat watching people living it up on the beach next door!