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.”
Great imagery! Looks great. Track lets it down a touch at the end though, misses that last knock out blow.
The ad is also good for alienating cricket enthusiasts. Seriously, what was that?
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!
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.