A Brief History Of The Mullet In Cricket

Background

The Commonwealth Bank wanted to promote its sponsorship of the Australian One Day International cricket series, held in February and March 2008. The problem was, fans were already flooded with messages of sponsorship. The challenge was to prove that the Commonwealth Bank wasn’t just another sponsor; it was a true supporter with a genuine passion for the game. Specifically, the aim was to drive traffic to lovecricket.com.au, build a database of fans, create talkability and engage the audience with the brand.