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Havas UK

Core disciplines: Advertising/Creative, Brand Activation, Brand strategy, Branding / design, Creative technology, CRM/Customer engagement, Digital, Integrated marketing

 

Raising the profile of women's
cricket on the international stage

In July 2016 we were appointed by the ICC and ECB to deliver advertising, creative and PR activations for the ICC Women’s World Cup, as well as PR activations for the ICC Champions Trophy.  In addition we were instructed to provide strategic sales consultancy to help them get cut through among the competitive rights holder landscape.
 

The 2016 climate presented the right time for a truly empowering campaign for women’s cricket, we had a women Prime Minister, a woman Chancellor in Germany and the US almost elected a woman President. To launch the ICC Women’s World Cup, we channelled the spirit of Beyoncé and unveiled ‘Who Runs the World’ at a Women’s Sports Trust event in London. Over the last 10 years many fall into the trap of shooting sportswomen as strong, fearsome robots or alternatively as dressed up models – simply overcompensating. Instead, our campaign puts them on a pedestal in the home of cricket, Lords, in the Long Room, a room that until 1999 women were not permitted in. The campaign included a 30sec TVC, OOH, print ads and paid social.

Alongside the development of the campaign we worked with the ICC to ideate creative sales collateral as they looked to secure additional sponsors. For key sales meetings we developed bespoke branded collateral and activation concepts to help with the sell in process.  In advance of the meeting we had kick off sessions with the ICC to understand the background and priority of project. Following this briefing we developed initial creative concepts for the ICC to review. Once the preferred creative routes were identified we then finalised them into fully fleshed out renders, activations, content, etc for the sales teams to take into meetings. 

 

Results: 

This is a campaign that helped change women's sport. In years to come, few people will recall the result of the 2017 Women's World Cup final at Lord's. But they will remember the crowds: the colour. The faces. And the sheer number of them. 

The result of Who Runs The World was unprecedented: a sell out at the historic home of cricket. This was about far more than cricket and marketing KPIs. It overturned lazy stereotype and changed minds. For a few weeks in high summer, our campaign led the news agenda as the story of cricket changed. 

Women love sport. They love playing it. They love watching it. Get over it.

ICC Women's World Cup from Cake on Vimeo.
 

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