Sussex Cricket

Strategy, identity, campaign creation, marketing planning, art direction, story boarding, graphic design, social media management, email, website design and development, project management, analytics reporting.

Sussex Cricket

Background

T20 Blast is the edgy, fast paced, younger sibling of the longer, older, more tranquil version of English cricket.

Our task, set by Sussex CCC, was to increase ticket sales from the previous campaign. With the big-hitting, charismatic captain, Luke Wright, recently installed in the position, we decided to focus on turning him into the campaign’s hero, along with a young Sharks fan who imagines himself as becoming the future Luke.

The Creative

For lots of 40+ men, their first encounters with cricket were playing and listening via crackly radio commentary whilst sunning themselves on beaches in the UK. We wanted to evoke the atmosphere, memories and ambition associated with listening and playing cricket in this context, by showing a video with two young avid Sharks fans setting out on a mission to play cricket on Brighton beach.

We introduced the ‘Believe in the Dream’ tag line, influenced by the experience of the target audience revisiting their beach, cricket listening days of lying in a semi-dream like state whilst listening to said radio commentary, with pictures created in the mind of being transported to the wicket at Lord’s or the Oval – or in this case The BrightonandHoveJobs.com County Ground!

The reference point for the whole campaign was the video, which shows the metamorphosis from beach to square for our young hero and climaxing with him sharing the batting in a T20 Blast fixture with his hero, Luke Wright. Believe in the Dream.

Execution

A high-end campaign, with an advertising feel, moving away from traditional cricket based marketing into narrative and appealing to a range of target audiences.

The video, the focal point of the campaign, was put onto the Sussex YouTube channel and website and heavily promoted via social media as well as being picked up by the ECB and promoted on their main website.

It then translated to a range of other media in the mix, including Facebook and Google Ads, outdoor, postcards, beermats, 48 sheets, radio and other websites.

Result

A 35% increase in ticket sales and an award-winning campaign.

In recognition for the impact of the campaign, Sussex Cricket won the Marketing and Communications Award at the ECB’s annual Business of Cricket Awards. The award recognised the campaign’s contribution to four consecutive NatWest T20 Blast sellouts at the County Ground, giving Sussex the highest filled ground in the country (by percentage of ground filled).

Sussex Cricket

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