XXXX Gold kicks off cricket campaign ahead of the season and gives a hat-tip to wearable technology.
XXXX has launched a major campaign to drive its sponsorship of the Australian Cricket team and galvanize fans ahead of the seasons kicking off.
It also launched the ‘tech enabled Goldie’ a hat with built in iBeacon technology that “unlocks” prizes when the hats connect. It was developed by Geometry Global with an app created by whiteGREY.
The TV spots were developed by Host/Havas.
One spot follows a fan to an uncomfortable doctor’s appointment, where cricket legend Adam Gilchrist explains the prizes to be won.
“It’s great to be a part of putting some fun back into beer advertising and a good example of how a retail idea can be entertaining and engaging instead of forgettable,” said Darren Spiller, Host chief creative officer.
Taking on the Cricket Australia sponsorship is one of the biggest marketing activations XXXX has undertaken in some time.
XXXX GOLD marketing manager, Richard Knight, says: “With the partnership being so important, we wanted to make this big, especially since it’s an Ashes series on home soil. We started the program with seven of our agency partners and it has been a great collaborative approach the whole way through.”
Credits
Host – Creative Agency
whiteGREY – Digital Agency
Geometry Global – Shopper Agency
Octagon – Experiential Agency
UM – Media and Connections Agency
