Agency: Geometry Australia
The Summary Statement
XXXX Gold is a beer steeped in Australian history. But the younger generation see it as their dad's beer. By combining their love of cricket and technology, we renewed the target's appeal in the brand that truly represented Australians. We created the 'world's first' iBeacons cricket cap, known as 'the Goldie' that paired with mobiles phones to reward Goldie wearers throughout the summer season. We made sure our drinker enjoyed a fine innings with a refreshing XXXX Gold with their mates whilst engaging their imaginations with their passion for mobile-driven entertainment.
By using The Ashes Series, we were partnering with the oldest rivalry in sport. The battle for The Ashes, and the Ashes urn in particular, (the trophy which the two teams contest) is the most revered competition in test match cricket and the pinnacle of the sport.
We used their love of cricket to reconnect them to 2 Australian classics, XXXX Gold beer and the legendary 'Baggy Green' cricket cap. The Baggy Green is worn and won whenever an Aussie gets capped playing cricket for his country. Worn by cricketing legends, it's also something every Aussie would be proud to wear. That pride got our audience wanting and requesting the Goldie so the campaign took on a life of its own. By combining our tech-enabled Goldie cap with this history, we were able to leverage the brand to a new audience in a new, exciting way.