Bringing The Ashes to the streets: an award-winning 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 in 2025.
Harnessing a national sporting ritual, Cricket Australia transformed 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 Australian to ensure all eyes were on the first over of The Ashes.
Utilising Office and Retail environments through both oOh!media’s small and large‑format digital OOH, each format became a live broadcast touchpoint, ensuring the first over reached audiences in workplaces, shopping precincts, and high-traffic urban spaces with maximum visibility and impact.
Taking home the OMA Creative Award for Out of Home, the ‘Unmissable First Over’ marked a media milestone, showcasing how collaboration between Cricket Australia and oOh!media can turn static spaces into living, breathing moments in culture.
