XXXX GOLD Rewards Aussies For Coming Together Over Cricket As Part Of New Campaign

XXXX GOLD Rewards Aussies For Coming Together Over Cricket As Part Of New Campaign

Aussie beer brand XXXX GOLD will launch its above-the-line (ATL) campaign this week designed to galvanise the nation’s support of the Australian cricket team and bring mates together over cricket this summer.

The ATL campaign follows the launch of the tech-enabled ‘Goldie’, which became available to consumers in October.

The campaign includes two TVCs created by Host. The first follows four mates wearing their tech-enabled Goldies as they go to great lengths to hang out together in an attempt to unlock their chance to win over 6,000 prizes.

The second TVC continues to follow the journey of these mates at a rather uncomfortable doctor’s appointment, this time joined by former cricket legend Adam Gilchrist, who explains the prizes to be won.

Darren Spiller, chief creative officer at Host, said: “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.”

According to XXXX GOLD marketing manager Richard Knight the partnership with Cricket Australia is one of the biggest the beer brand has taken on in a long time.

“With the partnership being so important, we wanted to make this big, especially since it’s an Ashes series on home soil,” he said.

“We started the program with seven of our agency partners, and it has been a great collaborative approach the whole way through.”

Geometry Global created the idea of the Goldie, a piece of wearable tech which will help fans show their support of the Australian cricket team and reward them for coming together this summer via a simple and user-friendly app created by the team at whiteGREY.

Sean Taylor, CEO of Geometry Global, said: “The team were pleased to launch such a novel program off the ground. A platform idea born out of something very simple: reward mates who get together over a XXXX GOLD around cricket, combined with wearable tech.”

Each Goldie is equipped with an iBeacon that can detect other Goldies close by through the XXXX GOLD app.

Marina Earp, group account director at whiteGREY, said: “As Australia gets ready to celebrate the Ashes under the sun, we have literally flipped the use of beacons from being fixed onto walls to being embedded in the XXXX GOLDIE cap, which will be worn by thousands of fans this summer.”

Strategic minds from Host and UM helped shape and build the idea into a fully-fledged connections ecosystem, whilst Octagon secured arguably Australia’s most-loved cricketing ambassador, Adam Gilchrist, to spearhead the campaign.

Octagon will also lead experiential activity during cricket season, which includes an activity designed to capture the hearts of cricket fans all around the country during the tests and one-day internationals.

Known as the XXXX GOLD $10,000 catch, every time a batsman clears the fence with a six, if a fan sitting in the lower tier bays catches it while wearing their Goldie, they will win $10,000.


Client: Lion (XXXX GOLD)

Brand director: Jack Mesley

Marketing manager: Richard Knight

Brand managers: Chris Allan and Christina Reid

Assistant brand manager: Annabelle Sims

Creative agency: Host

Digital agency: whiteGREY

Shopper agency: Geometry Global

Experiential agency: Octagon

Media and communications agency: UM

Production company: Revolver


Please login with linkedin to comment

Goldie Host XXXX Gold

Latest News

Cannes In Cairns 2024 Agenda Revealed!
  • B&T Exclusive

Cannes In Cairns 2024 Agenda Revealed!

An almighty chunk of the Cannes in Cairns presented by Pinterest agenda has been revealed, and there is plenty in store for you. Lead image: Fernando Machado, CMO, NotCo Revellers can expect three days of cracking content from 4-7 June. From global keynotes and marvellous marketers to film directors, professors and all-round media and creative […]

Cannes In Cairns Early Bird Ticket Prices Ending Soon!
  • B&T Exclusive

Cannes In Cairns Early Bird Ticket Prices Ending Soon!

Early bird ticket prices for Cannes in Cairns 2024 are ending soon, so you’ll need to move quickly to save money on the hottest ticket in town (or anywhere!). You have until 31 March to secure your ticket at the discounted price of $1,979.99 inclusive of GST. What’s more, you can get even tastier discounts […]

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries
  • Campaigns

The Coffee Commune’s “Finding Brisbane’s Best Cafe” Achieves Record Entries

To promote the launch of its latest campaign, ‘Finding Brisbane’s Best Cafe’, The Coffee Commune (TCC) harnessed the power of radio, digital and programmatic OOH. The seven-week campaign also served to increase The Coffee Commune’s membership, and via TFM Digital, it saw a record 39,633 entries garnered (28,774 unique), with 880+ cafes nominated. Teaming up […]