Vitality Blast 2019 continues to utilise the brand identity we created in 2017 to drive awareness, attendance and viewership of the competition. In 2019, we introduced our ‘Love Blast’ campaign line to coincide with a brief to showcase a vibrant and fun feel across all campaign work. With a significant media campaign (managed by Threepipe), we covered assets across programmatic and display, outdoor, radio and cinema to produce an all round campaign that excites cricket fans. With the ultimate objective to drive attendance through ticket sales, we took on past learnings to adapt video and animation creative and optimise the campaign.
Our work also included producing original content through 2 days of filming with Vitality Blast’s biggest stars. The content produced varies widely and has been put to use on organic social, paid media and in-bowl screens to ensure the Vitality Blast is represented across all touchpoints with the competition.
The main ticket sales campaign focused on big moments from the history of the Blast competition. Taking on county feedback and requests, we took the best moments for each team and used these with the Blast branding to create a coherent, varied and optimised creative bank of assets. Coinciding this with montage content, we could appeal to all cricket fans (from hardcore fans to casual attendees). Our cinema ad was tailored for every county with their own messaging and colours, and embodied the sense of fun required from the campaign. Our ‘Love Blast’ messaging was taken on by the majority of counties owing to its innate flexibility, and provided a consistency throughout the campaign.
For the third year running, we planned, produced and delivered a filming session over two days with all 18 First Class Counties. With two main filming stations, we filmed green screen content as well as changing room footage to be used for inspirational videos in-bowl. With a varied range of content and assets to capture and produce, timing and efficiency was paramount to the success of the days.
Content produced included:
- Match Ups: Versus animation used for all televised matches
- Fan Engagement: Short competition videos to engage the crowd at live matches
- Circles: Fun, short social clips of players interacting with Blast branding
- Announcements: In-bowl clips used to display messages
- Walkout VTs: Videos produced to inspire crowd as players walk out at live matches