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ICC Cricket World Cup

TSBI Case Studies

  • The BRIEF
  • To attract advertisers to invest in the Cricket World Cup 2014.

  • THE CHALLENGE
  • Investing into Cricket is perceived to be an expensive affair
  • The World Cup was held in Australia. So the matches were held at night as per Indian Standard Time.
  • It was perceived that night matches would have less viewership.
  • Cricket is perceived to be a male centric sport and we wanted to promote it as a sport for all.

  • THE CREATIVE IDEA
  • The idea was to tell the audience that cricket was a sport that can be enjoyed by everyone and not just men.
  • To target neo advertisers like online shoppers

  • THE SOLUTION
  • To box audiences into categories relevant to prospective advertisers. And then to communicate creatively through emails, outdoor advertising,print advertisements and other trade related touch points driven by the above idea.

  • THE RESULT
  • The campaign had a high commercial recall and positively affected the number of enquiries.
TSBI Case Studies