Cricket Australia Broadcasts 'Unmissable First Over' with Special, Initiative, oOh!

A first-of-its-kind media takeover ensured all eyes were on the first over of all five Test Matches in the NRMA Insurance Ashes Series this summer.

Cricket Australia harnessed this national sporting ritual, transforming a total of 4,557 digital out-of-home sites across the nation into live broadcast sites, a first-of-its-kind media takeover with a cumulative reach of over 1.18 million Australians to ensure all eyes were on the first over of The Ashes.

From city centres to suburban shopping centres, the ‘Unmissable First Over’ lit up Australia’s leading out-of-home network, marking a media milestone, showcasing how collaboration between Cricket Australia and oOh! can turn static spaces into living, breathing moments in culture.

The takeover of the out-of-home sites lasted almost 20 minutes for each of the five activations, with a two minute countdown and 15 minutes of live action, a cumulative total of 85 minutes of screen-time for the campaign.

Teresa Basile, Cricket Australia head of marketing and brand, said,  “We were thrilled to work with  Special, Initiative and oOh!media to bring the first ball of each Ashes Test Match to Australians all over the country.

"It was a fantastic Ashes Series with record crowds and millions engaged across broadcast and digital channels.  This initiative provided an opportunity to extend that reach by bringing the first ball to thousands of locations, including city centres and shopping centres, around the country."

Adam Ferrie and Pete Cvetkovski, creative directors at Special, said, “By hijacking traditional media to broadcast the first overs of The Ashes, they became not only the overs that stopped a nation, but the overs that stopped advertising in celebration and anticipation of an unmissable Ashes Series.”

Megan Davey, Initiative head of Melbourne, said, "We know that truly powerful media moments are those that break convention and meet audiences where they are. The Ashes is one of the most iconic rivalries in sport, and bringing its first over to life across the nation demanded a campaign as high-octane and unmissable as the moment itself.

"By transforming everyday environments into live broadcast touch points, we’ve not only connected passionate cricket fans to a moment they never want to miss, we have also opened the door for new fans to experience the energy, anticipation, and cultural weight of The Ashes in real time."

oOh!media’s chief product and marketing officer Bel Harper, said, “It’s the first time out-of-home has been used as a live broadcast channel at this scale. Together with Cricket Australia, we’ve shown how our national network can unite audience and hold their attention in real in real time, with the sporting moments that matter.”