BRAND ACTIVATION: VODAMELON CRICKET HELMETS

Client: Vodafone Hutchison Australia
Campaign: Vodafone Summer of Cricket
Role: Concept, Planning and Logistics, Production and Event Management


It's the birth of cricket's latest craze the 'Vodamelon'!

For years fans have scooped out and carved watermelons into custom shapes and donned them to watch the cricket, but this year fans are being treated to a free (and some would say a lot less sticky!) version as they enter the grounds courtesy of Vodafone and Wingman Marketing.

First to get in on the act was Channel Ten reporter Jonathan Lea, with a few Live crosses from the Outfield at the Gabba..."The only respectable helmet to wear at the cricket," said Lea through Twitter.

And fans were keen to show off their helmets with massive exposure at all grounds, televised coverage, and across the various social media channels.

The demand for the Vodamelon saw over 80,000 of the custom units given away over summer, with Tests in Qld/WA/SA/Tas/Vic/NSW, and 4 One Day International matches in Vic and NSW.

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