To bring to life an Ashes ticket giveaway at Westfield shopping centre in West London. The giveaway was made available to every new connection made on the Vodafone network at the time.

The ‘Take a Catch Challenge’ was born. Visitors needed to catch as many paper balls as possible blown at them inside a fan-powered booth. England player Matt Prior visited the stand to sign autographs and present a signed bat to the winner.

Over two 3-day weekends 700 shoppers took part in the competition and over 2000 interactions took place.