To attract advertisers to invest in the Cricket World Cup 2014.
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
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 campaign had a high commercial recall and positively affected the number of enquiries.