How KFC teamed with News Corp Australia to take cricket fans sky high in the KFC Green & Gold Skybox at the Sydney Cricket Ground
Just before Christmas KFC Australia and News Corp Australia entered into a major partnership to launch Australia’s first KFC Green & Gold SkyBox – a restaurant in the sky at the Sydney Cricket Ground, with superior views of the 2013-14 Commonwealth Bank Ashes Test Series in Sydney.
“KFC gave Australian cricket fans the chance to watch the Ashes from a new perspective with the KFC Green & Gold SkyBox,” said Valerie Kubizniak, KFC marketing director. “As a proud and long-standing partner of Australian cricket, we wanted to add to the excitement of the game by offering fans a fun and completely unique experience.
Between 25 November and 15 December, readers of News Corp Australia mastheads around the country including The Daily Telegraph, Herald Sun, The Courier-Mail and NT Times were offered a chance to win exclusive tickets to the SkyBox.
“Our partnership with News Corp Australia to bring this vision to life has been highly fruitful,” added Kubizniak. “In addition to the millions of readers we’ve reached through the ads, we’re thrilled that more than 46,000 Australians entered to win tickets to the KFC Green & Gold SkyBox.”
Hovering 40 metres above the SCG, the KFC Green & Gold SkyBox was an open-aired restaurant seating up to 20 guests that offered the winners the opportunity to watch the highly anticipated Ashes Test Series from an unbeatable vantage point.
“We’re always looking for innovative ways to engage and reward our readers. This partnership with KFC is a clear demonstration of this,” said Damian Eales, group marketing director, News Corp Australia. “The Ashes is one of the most anticipated series of the sport. It has been great collaborating with KFC on an execution that taps into Australians’ love for the sport in such a ‘high-flying’ way.”
The launch of the KFC Green & Gold SkyBox follows the dramatic transformation of five key KFC restaurants across Australia from England’s red and white colours to Australia’s green and gold. As a Gold Partner of Cricket Australia, KFC also launched an Aussie burger and English burger to further ignite rivalry between the two teams this season. KFC’s Green & Gold campaign forms part of its 11th year sponsoring cricket in Australia.
The KFC Green & Gold SkyBox took flight 18 times across the first two days of the Sydney Test Match (3rd and 4th of January), with each flight elevating guests above the SCG for approximately 23 minutes.
Branded Entertainment: Ensemble
Chief Executive Officer: Justin Ricketts
Events and Activation Director: Gemma Ni Maoltuile
Creative: Ogilvy Sydney
Creative Group Head: Shaun Branagan
Copywriter: James Blow
Art Director: Scott Sparks
Business Director: Scott Chalcraft
Account Management: Stuart Eaton, Sarah Jayes and Michael Porter
TV Production: Rob Spencer, Josh Jenkins and Peter Hackforth
Social: Social@Ogilvy
Social Strategy: Carl Burgmann
Public Relations: Edelman Australia
Account Management: Jo Osorio, Angela Hardy and Cameron Stead
Media: MediaCom
Client Communications Planning Director: Sean Pattison
Implementation Planning Director: Helena Kolivas
Client: KFC Australia
Acting Chief Marketing Officer: Valerie Kubizniak
Group Marketing Managers: Sally Spriggs
Graduate Trainee: Peter Birrell
14 Comments
That’s a lot of agency credits for an idea that merely reimagines my Sky Couch: http://www.campaignbrief.com/2011/03/gpyr-melbourne-and-the-marketi.html
It’s a lot of credits fro a really boring idea.
“Restaurant in the sky” made me laugh.
That’s like saying England were competitive.
So, the idea is you get a terrible seat miles away from the action, and it’s probably facing AWAY from the ground?
How is green & gold even an idea? Your idea needs an idea and while you’re at it, put a CD on the account.
It’s no Carlton Draught Magnatron
Damn, I dropped my phone taking a selfie
Second-rate thinking from a second-rate agency.
Rubbish
Thought that maca’s re brand for Australia Day was fresh and tasty… this has the taste of slightly stale
Did the media company come up with the idea for this campaign?
This was such a poorly integrated feature of the cricket. Blatantly obvious sponsor cross and not exciting in the least.
PS: These things have been at Big Day Out branded Red Bull (gives you wings, in other words it has an idea) for nearly a decade.
Was this the first time? I was sure I had seen then do this before.
stop saying shit about kfc leave sponsorship alone fuck comments kfc is not discgracefull mymy bloody bastards kfc is awsome