Event: Summer’s Biggest Party
Client: Cricket Australia
Venue: Various around Australia
Pax: Varied depending on venue
Date: Throughout January
Event produced by: A-live Event Agency
– To enhance the event experience for fans attending Commonwealth Bank Series (CBS) matches using
local and international DJ’s and talent
– Increase involvement in the CBS amongst new audiences
– Develop and execute an at-match CBS activation campaign that rewards those fans who have dressed
up and generates excitement through the public event and broadcast
– Drive attendance to CBS matches of fans in dress up
– Build the ODI brand and positioning of ‘Big Cricket Day Out’ through a successful dress up campaign
and engaging whole event experience
We wanted the fans to walk away from their day at the cricket with a new event experience, remembering that “Summer’s Biggest Party” was at the One Day International (ODI) Cricket.
To create this experience to remember, an event and sponsorship activation program was designed to transform a ‘regular day at the cricket’ into a day of entertainment, excitement, non-stop socialising and of course unforgettable cricket moments.
International DJ’s, inspiring superhero costumes, all ages entertainment, themed zones and, of course, the die-hard cricket fans, filled the stadiums around Australia. It was another first for alive events and a first for Cricket Australia to stage an entertainment program of this caliber.
The program included a festival of international and national music talent who performed as the feature entertainment during the mid-match innings break. Headline talent included: Basement Jaxx, Sneaky Sound System, Zoe Badwi & Sarah De Bono.
The entertainment program appealed to all ages. Along with the performances on the main stage, the Melbourne event featured seventy five promotional talent dressed in superhero and clown costumes who roamed the concourse interacting with the fans.
The entertainment precincts at each event featured live performances by a variety of roaming talent including style police, stilt walkers, cricket jugglers, Aussie coaches, Aussie umpires, bouncing roos, a fat cricket duo, painters and air-brush artists. The precinct welcomed patrons entering the ground and set the party scene for the day!
Alive event agency rolled out the entertainment program across the 10 events nationwide at each of the state cricket grounds. The alive team of event producers, event managers and production crew toured with the Cricket series for four weeks covering more than 15,000 km!
Each venue required bespoke production design for the featured live acts. Custom stages were integrated in to stadium infrastructure, custom roll on oval stages, large format LED screens and, custom designed lighting effects and high impact branded banners. Working with production specialists, in-house AV teams and local suppliers, alive events delivered a consistent high value production solution that was produced in each state to maximise crowd interest and engagement in the performances.
The brand activation for Cricket Australia delivered outstanding results with increased brand awareness, positive feedback from patrons in relation to programming and increased media coverage.
“The team at A-Live events were highly committed and excellent to work with. They were highly responsive, always looking for innovative solutions and delivered on a challenging project.” – Julian Dunne, Senior Manager Marketing, Cricket Australia