Cricket Australia heralds ‘showtime’ as Big Bash League season approaches
Big Bash League: targeting women and families
Cricket Australia has launched a new campaign to mark the beginning of the KFC T20 Big Bash League.
The campaign, created by GPY&R Melbourne, aims to be inclusive, targeting women and families with an ad that positions the new league as as much entertainment as sport.
Julian Dunne, senior marketing manager at Cricket Australia said: “The Big Bash League brought cricket to a whole new audience last season. Around 50% of attendees were coming to their first T20 game and over 40 per cent of viewers were female. This year’s campaign continues to target new audiences.”
“The Big Bash League is breathing new energy and excitement into Australian sport, and we needed to make sure we captured this in our communications as we reach out to younger and more technologically-savvy audiences,” Dunne added.
The TVC launches this weekend with a roadblock across all commercial free to air TV stations, just after 6:30pm – “a key time for families,” he explained.
The campaign will then roll out with other media, including large format outdoor, press, radio digital page takeovers, and a 3D version of the TVC airing in cinemas.
The tournament begins on 7 December with a Melbourne derby between the Renegades and Stars at Etihad Stadium.
Credits:
- Agency: GPY&R Melbourne
- Executive Creative Director: Ben Coulson
- Writer: Alex Wadelton
- Art Director: Paul Meates
- TV Producer: Sheridan Bott
- Group Account Director: Mathew Cummings
- Account Director: Alice Mason
- Senior Account Manager: Jessica Arduca
- Production Company: Curious Films
- Director : Ash Bolland
- Producer: Tara Riddell
- DOP: Lachlan Milne
- Executive Producer: Peter Grasse
- Music/Sound Design: Walter Mair, The Metronome, UK.
- Post Production: Method Studios
- Editor: Simon Njoo
- Colourist: Ben Eagleton
- Online editor: Umeric Sydney and Ziggy Zigouras at Method StudiosMelbourne
- Audio Production: Paul Le Couteur, Flagstaff Studios
Great imagery! Looks great. Track lets it down a touch at the end though, misses that last knock out blow.
User ID not verified.
The ad is also good for alienating cricket enthusiasts. Seriously, what was that?
User ID not verified.
Yeah, I think CA/Agency flagged that last year Black Tooth. Fairly sure the response was this ain’t aimed at Cricket Enthusiasts: Cricket fans are getting old and they think T20 might be the nivea anti ageing cream that will keen them batting on for years to come!
User ID not verified.
Nice effort for Russel Howcroft’s ad agency, a bit better than last year’s ad, but once again, another sports launch ad that suffers from the “OMG it’s less than a month till the new season and we gotta make a launch promo quick!” syndrome. Plus it could have been a longer ad, though.
User ID not verified.