Sportsbet wanted to cause a bit of mischief around the ICC Cricket World Cup opener between Australia and England at the MCG. Rock posters, billboards, mobile billboards and aerial banners taunted the English cricket team in the lead up to the game.

The cheeky stunt generated over six million impressions via social media in just one week, and saw celebrities from Rodney Hogg to Jonathan Agnew and even competitor Ladbrokes call out the campaign on Twitter. The press got hold of it too, with features in global news outlets including The Daily Mail, The Mirror, BBC Sport and Metro UK, as well as locally on Channel 7, Channel 9, Fox Sports, The Age, The Australian, The Daily Telegraph, and the Herald Sun.

To top it off, Australia smashed England by 111 runs to help send the Poms home before the final stages of the tournament.