MILO wanted to create a world first at the MCG at the Boxing Day Ashes Test Match, so we created a 15m giant inflatable waterslide – the first of its kind anywhere in the world. Over 400 seats were removed to accommodate the slide and activity zone, designed to keeps kids entertained and active throughout each day of cricket. TLA created the concept, liaised with key stakeholders and managed the activation and media throughout the Test match.
Almost 3,000 kids took part in the activities, which included the slide, classic catches and batting skills zone, as well as giveaways to all kids who took part. In addition, a VIP Fan Zone was created to give lucky competition winners the best seats in the house. Australian cricket captain Michael Clarke and fellow MILO Ambassador James Faulkner also attended the MILO Active Bay to take part in the activities with kids and speak with media.
The MILO Active Bay was a huge success, over $3.43m in media value was achieved throughout the event, and provided endless entertainment for kids (and some journalists) at the cricket, while re-enforcing MILO’s position as a proud, long-term Cricket Australia partner.