Create a full scale digital and physical campaign to launch the new England One Day International and T20 cricket kit ahead of the new season and in doing so appeal to a younger and more dynamic audience.
Create a feeling inspired by the ball on the bat, to get noticed and wear your colours boldly.
We delivered the Make Your Mark campaign which portrays cricket in its purest form and encourages people to try the game where and whenever possible.
It started with a campaign video, taking cricket out of its traditional home, onto the streets. The campaign messaging flowed into social content, press imagery and fly posting OOH.
We also created a launch moment, organising a flash mob game where fans, media and influencers were able to play alongside England players including captain Joe Root.
Driving mass impact through a multi-channel approach that reached a younger cricket audience and drove engagement both physically and virtually.
271 media and fans took part in the hero kit launch event which also generated a huge media impact boasting 73 pieces of coverage with a total circulation of 166m. This included hero broadcast features with Sky Sports, ESPN and Sportsbeat.
Beyond the launch event the campaign secured huge traction of social platforms securing 71k video views, 95k engagements and a potential reach of 22m.
Following the campaign, a survey found 71% of under 35-year-old cricket fans (target audience) were aware New Balance were the kit supplier and 43% of all cricket fans had seen the campaign
22 Million Social Reach
73 Items of Press coverage